1. ManulifeMOVE springs customers into healthy living Campaign of the year PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, Connaught Road West, Sheung Wan, Hong Kong Tel: Fax:

2. Entry Details Please provide the following information:
1. Entry Category: Campaign of the year
2. Name of Campaign: ManulifeMOVE
3. Name of Organisation: Manulife (International) Limited
4. Name of Brand: ManulifeMOVE
5. Name of PR Agency: FleishmanHillard HK/ Dentsu/ PHD
NOTE:  Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red.  Marks may be deducted if the strict slide number of entry submission is exceeded.

3. Entry Video
Please paste the entry video link if there is any. (optional but strongly recommended)

4. Challenge Start/ end date: September 2015 - ongoing
(10%) Max. 1 slide
• A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors
Challenge
Start/ end date: September ongoing
Challenges: Most people think that insurance is for safeguarding against health problems later in life. They rarely see it as a vehicle that offers continuous motivation and progress tracking to promote healthier lifestyles to proactively prevent health issues in the future. Traditionally, once customers had purchased a policy, insurers had little contact with them until they need to make a claim. We wanted to change that.
ManulifeMOVE is an innovative, easy-to-use health and wellness program that encourages people to live an active life, rewarding customers with insurance premium discounts. The more you move, the bigger the discount. The concept of rewarding members through their wearables was drawn from our customer research into how tech-savvy consumers want insurance to work for them. Beyond offering our customers the kind of rewards they want, ManulifeMOVE enables us to continually engage with our customers through regular advice and tips on staying healthy, providing them a more holistic solution.
Objective: Raise awareness of ManulifeMOVE as a simple, customer-centric health insurance solution to boost business performance; cultivate engagement and positive brand sentiments with our target customers especially Gen Y customers; and reinforce Manulife’s image as a leading advocate for health and wellness.
Target audience: Young, tech-savvy consumers, yet accessible to a wide range of people
Key competitors: Industry players who also started shifting their value proposition to health and wellness.

5. (30%) Max. 2 slides – slide 1
A clear rationale of why you chose this PR approach. The core insight on which you focused your
strategy. An outline of your message, along with creative and media thinking. How these were
developed to be both distinctive and impactful.
Mandatory information: Core strategy, campaign concept and creative rationale.
Strategy
The beauty of ManulifeMOVE is its simplicity and positive brand engagement. The concept of ManulifeMOVE and rewarding members through their fitness trackers was drawn directly from the company’s customer research into how younger, tech-savvy consumers want insurance to work for them. In response to these insights, we launched a unique insurance concept that rewards and encourages the insured with discounted insurance premiums and a wide range of consumer benefits.
The program represented a significant technology shift – a convergence of insurance, Internet of Things, mobility and big data that is perfect for our increasingly digital world and tech-savvy customer base.
We wanted the campaign to lead to deeper engagement between customers and Manulife – before, a policy holder bought a policy and perhaps made a claim and engaged with Manulife infrequently; we wanted to forge a highly engaging, positive and lifelong relationship with customers.
The team created a 360-degree communication campaign to reach out to target customers: young, tech savvy consumers who were interested in their health.
The campaign was built around using spokespersons to reach our target customers via an integrated earned, shared and owned media, covering impactful advertising, PR and activation events. Launching a concept that upends the insurance sector’s traditional business model, the campaign had to deliver the right messages to the public and target media segments. Our key message was simple - Move More, Stay Active, Get Rewarded.

6. (30%) Max. 2 slides – slide 2
A clear rationale of why you chose this PR approach. The core insight on which you focused your
strategy. An outline of your message, along with creative and media thinking. How these were
developed to be both distinctive and impactful.
Mandatory information: Core strategy, campaign concept and creative rationale.
Strategy
Cantopop star Pakho Chau became ManulifeMOVE’s ambassador for Hong Kong. He exemplifies the kind of healthy lifestyle Manulife aspires for all Hongkongers to engage in.
Creativity - We differentiated from our competitors and reinforced our health and wellness positioning by being the first insurance company in Hong Kong to launch a simple and unique insurance concept that targeted ordinary consumers by integrating activity-tracking program with insurance solutions and rewards. We also linked ManulifeMOVE with wildly popular pocket monster AR game which proved to be a mega-hit with our target audience.
In July 2016 we capitalised on the popularity of the pocket monster AR game, which shared a similar value proposition with ManulifeMOVE, by setting lures in locations in Hong Kong for three days . The promotional blitz was welcomed by our Gen Y consumers, underscoring ManulifeMOVE’s catch with this huge wave of consumer phenomenon and offering of “move” experience further enhanced our brand connection with them.
Hong Kong was selected as the first market in Manulife Asia to launch ManulifeMOVE. Following the success in Hong Kong, the company rolled out ManulifeMOVE in Macau (Dec 2015) and the Philippines (Jan 2016).

7. Execution 2015 ManulifeMOVE Campaign Launch
(30%) Max. 2 slides – slide 1
- An overview of how your campaign/strategy was implemented
- The different tactics/medium used within the programme
- The roles of these different tactics/medium
Execution
2015 ManulifeMOVE Campaign Launch
Aiming to launch the first-in-market concept within 6 weeks, days were marked by a sense of focus and urgency. The campaign built momentum over four phases:
Teaser launch (Aug 2015): Teaser news release (Aug. 10) and thematic ad in local dailies and online media to create curiosity from public audience
TVC launch (Aug. 20): Prime-time TVC and news release
Launch of ManulifeMOVE microsite & a dedicated ManulifeMOVE app
Full launch (Sept 1, 2015): Massive multi-media campaign for full launch
Full-launch news release for distribution to local and regional media outlets
Press event hosted by the company’s senior management was attended by reporters from 40+local and regional media outlets
Follow up (Sept. to Oct.):
PR: The team pitched media stories from different angles for coverage including disruptive technology, celebrity fitness tips, healthy lifestyle with wearable devices, and health insurance trends
Big outdoor, print, and social media adverts : Ad campaign across public transport (Hong Kong and Causeway Bay MTR stations), print (major newspapers) and social media (including Facebook, Twitter, YouTube and Instagram)

8. (30%) Max. 2 slides – slide 2
- An overview of how your campaign/strategy was implemented
- The different tactics/medium used within the programme
- The roles of these different tactics/medium
Execution
Customer activation event (Oct. 2-11): Interactive activation event to drive content from offline to online
ManulifeMOVE booths at high-traffic locations in Causeway Bay and Tsim Sha Tsui, with virtual interactive games led by high-profile launch with Pakho and two key opinion leaders. Five other key opinion leaders issued fitness challenges to Pakho via social media.
2016 Q1: Extended ManulifeMOVE Campaign:
Launched an extended ManulifeMOVE program supported by a new wave of multichannel advertising campaign in early Jan 2016, offering comprehensive information of the program and merchant offers.
2016 June 25-26: “IRIS: Your Escape with ManulifeMOVE”
ManulifeMOVE title-sponsored one of Hong Kong’s leading wellness festivals, “IRIS: Your Escape with ManulifeMOVE” to raise public awareness about their health and wellness. The two-day festival attracted more than 8,000 people to participate in yoga and various activities including meditation, fitness and dance performances at the Central Harbourfront Event Space.
2016 July: Pocket monster game extension
We capitalised on the popularity of a AR monster game, which shared a similar value proposition with ManulifeMOVE, by setting lures in locations in Hong Kong. We engaged with the public and particularly Gen Y in a new, creative way by encouraging them to move and live a healthy life while connecting with them via Manulife’s Facebook page and MOVE app.

9. (30%) Max . 2 slides – slide 1
- The campaign’s bottom-line impact.
- Notable changes to the stakeholders’ behaviour.
- Clear evidence/metrics demonstrating the campaign’s performance.
- A clear rationale as to why you believe this qualifies for a PR award.
Results
We introduced ManulifeMOVE via a full-scale, multi-channel campaign (Data as of Mar. 31, 2016)
Attracted 308,000 unique visitors to the ManulifeMOVE minisite
Generated more than 1,500 posts in the social media
Generated 522,000 Likes on our social content 
Generated more than 2.0 million views on our social posts
Generated more than 289 press clippings with estimated HK$5.1 million ad value
Raised awareness of ManulifeMOVE’s simple solution to boost business performance:
ManulifeMOVE members accumulated over 1.2 billion steps as of Jan.31, 2016
Manulife is playing a proactive role in being part of the solution to Hong Kong’s general lack of fitness, by simply encouraging people to move more and rewarding them for doing so. It resulted in Manulife exceeding our original goal for enrollment by 31% in 2015 (Internal data provided by Manulife)
Manulife’s market share in terms of new business premium increased from 4.4% in Q to 4.7% in Q (Source: Office of the Commissioner of Insurance (OCI) statistics Q4 2015)
Manulife’s sales increased by 29%, above average market growth of 20.3% from top 10 companies (Q vs Q3 2015) (Source: Office of the Commissioner of Insurance (OCI) statistics Q4 2015)

10. Results Successfully targeted, engaged and converted Gen Y customers:
(30%) Max . 2 slides – slide 2
- The campaign’s bottom-line impact.
- Notable changes to the stakeholders’ behaviour.
- Clear evidence/metrics demonstrating the campaign’s performance.
- A clear rationale as to why you believe this qualifies for a PR award.
Results
Successfully targeted, engaged and converted Gen Y customers:
57% of ManulifeMOVE enrollees are Gen Y vs just 37% for similar Manulife insurance solutions within the same product category in (Internal data provided by Manulife)
Consumer research (online research by Nielsen in March and Oct 2015) showed that among Gen Y, Manulife’s brand awareness increased from 64% to 74% and brand consideration increased from 20% to 28% (Mar vs Oct in Life & Health Sector)
Manulife is the most preferred brand among Gen Y in Life & Health Sector (Oct. 2015) according to online research by Nielsen in October 2015
By riding on the success of the AR monster game, we linked Manulife with a fun and media-friendly activity popular with our target audience. It also produced good social media results and coverage in Hong Kong media in just one week – total engagement of 7,476 on Manulife’s Facebook page reaching 490,055 people.
The campaign reinforced Manulife’s image as a leading advocate for health and wellness
Through the integrated campaign, we have successfully moved from simply product selling to being a thought leader in a subject that our target audience care about and engage with – staying healthy and keeping an active lifestyle

11. Supporting Visuals
Max. 2 slides – slide 1 (optional)

12. Supporting Visuals [Client to further input]
Max. 2 slides – slide 2 (optional)
[Client to further input]