THE PHILIPPINE branch of Canada-based insurance company Manulife Financial Corp. recently launched its newest brand campaign, focusing on encouraging people to 鈥渢ake the first stem in making their dreams come true,鈥 according to a press statement.
Called, 鈥淪tart your story,鈥 the campaign also introduced singer-actress Sarah Geronimo as the company鈥檚 newest brand ambassador, alongside actor Richard Yap 鈥 who said during the launch on Sept. 16 at Victorino鈥檚 restaurant in Quezon City that he had a Manulife policy in 1992.
鈥淲e think [this is] a great time to launch a campaign. Last year, we launched our campaign in October… we think [the previous campaign] helped our business a lot. We saw an increase in the number of people who knew Manulife but also would consider buying from Manulife. We are expecting [the new campaign] to deliver similar if not better results this year,鈥 Ryan Charland, Manulife Philippines president and chief executive officer, told reporters shortly after the launch.
Though he declined to divulge the company鈥檚 exact target for the year, he said the campaign would certainly help achieve it.
鈥淲e have our own internal targets, and we鈥檙e confident we will achieve those targets… and do better than last year,鈥 he said.
Mr. Charland added that the company is 鈥渓ooking to keep pace with the industry in the second half鈥 of 2015, as the 鈥渢otal industry grew by 49% in the first half.鈥
The day of the launch, Manulife also revealed two television commercials (TVCs) for the campaign: one with Mr. Yap and his daughter, under the premise that having a Manulife plan allowed him to raise his daughter better because he has planned for the future; and Ms. Geronimo continuing to inspire aspiring talents and becoming 鈥減art of their stories, the way Manulife is part of [hers].鈥
鈥淥utside the TVC, we鈥檙e gonna do radio, billboards and social media 鈥 the usual kind of multi-channel campaign. We believe in both [traditional and new media] as TV is still the most widely watched medium here… but it鈥檚 not one against the other as we鈥檙e trying to be where people are,鈥 Mr. Charland said.
He added that last year was the first time the company did a 鈥渂ig TV commercial locally鈥, under the 鈥淢anulife helps secure your future today鈥 campaign that also featured Mr. Yap.
Mr. Charland said that, with the addition of Ms. Geronimo to Manulife鈥檚 fold, the company hopes to be able to tap and increase its younger market base. 鈥 Zsarlene B. Chua
