Manulife Singapore launches extensive branding campaign

The campaign kicked off with a television commercial and will run until the end of June.

According to a release, Manulife Singapore has launched a multi-channel branding campaign. The campaign includes a TV commercial (TVC), out-of-home displays, an interactive online game and a social media programme. The island-wide integrated branding campaign is aimed at further boosting the company’s brand awareness. The advertisements feature Manulife’s iconic green cubes with key messages relating to life insurance, wealth management and retirement planning. The tagline “For your Future” expresses the company’s commitment to provide solutions for clients’ most significant financial decisions.

The campaign, which will run until the end of June, kicked off with the company’s first ever TVC, as currently featured on Channels 5, 8, Channel NewsAsia and Starhub Cable. The TVC showcases a family expressing their goals and dreams, and illustrates how Manulife’s unparalleled experience and portfolio provides personalised financial solutions that can help the family make their wishes come true.

The extensive campaign sees the green Manulife cubes taking prominent positions on taxis and in strategic locations at Serangoon MRT station and Dhoby Ghaut MRT station, the latter featuring a giant illuminated 2-D green cube with audio effects to attract passersby. The company will also hold a unique event at Knightsbridge, showcasing innovative forms of marketing activities to engage and entertain the audience on 18-20 May.

As part of its forward-thinking marketing campaign, Manulife has also extended into the social media and digital platforms, namely Facebook, Yahoo! Singapore and AsiaOne. In addition, QR codes can be found on outdoor advertisements. The public can scan the codes and take part in an online puzzle game based on the green Manulife cube theme. The game is also available through the Yahoo! Singapore and AsiaOne portals. By “liking” the Manulife Singapore Facebook page and playing the online puzzle game, fans and participants stand a chance to win one of three New iPads.

“At Manulife, clients are our main focus. Through this campaign, we want them to know that Manulife is their trusted financial partner. We will help them reach their goals, be it life insurance, wealth management or retirement planning, to support them and their families,” said Ms Annette King, President & CEO of Manulife Singapore.

Manulife launched its first island-wide branding campaign in November 2010. The campaign has borne fruit, with the company’s brand awareness more than doubling to  66%*. The latest campaign reiterates Manulife’s brand promise of helping Singaporeans to become financially secure for their future.

*According to a survey done by TNS in November 2011.