Manulife wants to make outdoor activities great again

Manulife Hong Kong has kicked off a multimedia campaign to encourage consumers to sign up for its activity-tracking programme ManulifeMOVE that is integrated with Apple Watch.

Manulife’s customers now have the opportunity to own an Apple Watch through the enhanced healthy living programme, and can subsequently earn rewards and discounts by regularly closing all three Apple Watch activity rings.

The campaign builds on the simple idea of “outdoors made greater”, which is designed to show Manulife’s iconic green cube, leading campaign ambassador Pakho Chau and other people to move in a healthy and active lifestyle. A green trail is created when one moves, symbolizing the rewards that follow. mcgarrybowen, part of Dentsu Aegis Network, is the creative agency behind the campaign.

Isabella Lau, chief customer officer of Manulife (International) limited, said: “We’re pleased to be able to take ManulifeMOVE to the next level and create an even better customer experience through its seamless integration with the world’s most popular smartwatch Apple Watch.”

“Our communications demonstrate the enhanced experience delivered through ManulifeMove and Apple Watch working together. The tonality of authenticity and simplicity were much aligned”, added Jeffry Gamble, chief creative officer of mcgarrybowen Greater China.

The campaign covers both online to offline channels. It kicked off with social content, followed by print, TV, outdoor, online display and videos, product leaflet, and other below-the- line items, including driving visits to the minisite and the ManulifeMOVE app download.

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