THE PHILIPPINE branch of Canada-based insurance company Manulife Financial Corp. recently launched its newest brand campaign, focusing on encouraging people to “take the first stem in making their dreams come true,” according to a press statement.
Called, “Start your story,” the campaign also introduced singer-actress Sarah Geronimo as the company’s newest brand ambassador, alongside actor Richard Yap — who said during the launch on Sept. 16 at Victorino’s restaurant in Quezon City that he had a Manulife policy in 1992.
“We 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,” Ryan Charland, Manulife Philippines president and chief executive officer, told reporters shortly after the launch.
Though he declined to divulge the company’s exact target for the year, he said the campaign would certainly help achieve it.
“We have our own internal targets, and we’re confident we will achieve those targets… and do better than last year,” he said.
Mr. Charland added that the company is “looking to keep pace with the industry in the second half” of 2015, as the “total industry grew by 49% in the first half.”
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 “part of their stories, the way Manulife is part of [hers].”
“Outside the TVC, we’re gonna do radio, billboards and social media — 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’s not one against the other as we’re trying to be where people are,” Mr. Charland said.
He added that last year was the first time the company did a “big TV commercial locally”, under the “Manulife helps secure your future today” campaign that also featured Mr. Yap.
Mr. Charland said that, with the addition of Ms. Geronimo to Manulife’s fold, the company hopes to be able to tap and increase its younger market base. — Zsarlene B. Chua
