Manulife MOVE Plan
China’s insurance category is dominated by local brand.
In 2016, Manulife, a leading insurance brand from Canada, launched a breakthrough insurance concept called “MOVE plan”, smartly integrating the trend of wearable devices with its life insurance, encouraging people to form a healthy lifestyle. But unfortunately, local brand has taking a leading step to claim the cooperating with wearable devices. So the challenge is how to seize back the leading position on the innovation?
We found that our competitors only use wearable devices as a gift, while to ManulifeMOVE, wearable device is part of the product concept. So in brand communication, competitors all focus on “how to get the wearable devices”. The opportunity for us is to focus on “why you need this wearable devices”, so as to connect with our consumers deeply.
We came up with the creative idea “MOVE more, REWARD more”. Firstly, based on the TA insight that “I want to stay healthy, but I found it hard to keep workout”, we define our “MOVE” as more daily life and fun compared with “workout”, such as walking, doing housework and waking the dog. Then we emphasis the “REWARD” consumers can get from “MOVE”, which covers not only the value of healthy lifestyle, but also the tangible value of insurance fee consumers can earn by the volume they “MOVE”, to call for their action to join MOVE plan.
Through this campaign, many consumers are attracted by innovative concept of MOVE plan. And the brand awareness and consideration of Manulife has almost doubled.