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Best Use of Digital

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Gold
Campaign Title

Immortalizing Happiness: MetLife Hong Kong's Infinity App
Client

MetLife Hong Kong
Agency

The Hoffman Agency

Hong Kong is a highly developed insurance market with 93 per cent penetration and an average of three insurance plans per capita. Decisions are made based on brand awareness and credibility. This was a big issue for MetLife, as the company sat 12th in terms of overall brand awareness. It needed to build its share of voice when its competitors were outspending it by up to 20 times. MetLife’s business and financial plans didn’t allow for additional funding to be diverted towards marketing, branding, and corporate communications. So, to engage consumers, it set out to disrupt two common industry practices: what competitors were saying and where they were saying it. Its competitors used words like ‘worry, death, future, never ending’, all combined with somber advertising, and focused on preparing for an uncertain future. The key insight: insurance is how it makes you feel today. Armed with this, the brand grounded its integrated communications strategy on how it could help people feel positive today. This was the inspiration for the MetLife Infinity App: to establish loyal, life-long and meaningful relationships between the MetLife Brand and Hong Kong consumers and to incite happiness. It created ‘Infinity’, a digital time capsule and legacy creator that is privately shareable, allowing users to record and save their most precious memories for their loved ones. Users would simply assign friends, family, and loved ones as ‘designates’ and schedule delivery of their message at a specified date, for example New Year 2040, a special wedding anniversary or a child’s 18th birthday. The campaign achieved 25 per cent lead generation: It drove action, with 40 per cent of those who registered on the Infinity App opted in to receive promotional information.

For more information, check out https://www.metlife.com.hk/

 

 

 

Silver
Campaign Title

Kindle Voyage: Re-Igniting a Love for Reading in China
Client

Amazon
Agency

Weber Shandwick

While reading is a pastime shared by many people in China, sales of e-Reader devices never really took off. Most readers preferred paper books, and as far as reading electronically was concerned, mobiles and tablets worked just fine. This was partly down to Amazon prematurely promoting e-reading before it was authorised to sell the Kindle in China in 2012. As Amazon prepared to unveil its most advanced e-Reader device yet – the Kindle Voyage – the challenge was to wean Chinese readers off their mobile phones and tablets, and convince paper book readers to adopt a new reading device. While shifting units was paramount for the brand, it was equally crucial for Amazon that the Kindle Voyage makes an impact on China’s dynamic social media landscape, given that the target audience are highly active on platforms such as Weibo and WeChat. It challenged its agency to generate 70 million social media impressions, 5,000 online discussions and 10,000 engagements for Kindle Voyage online to drive awareness and sales. The big idea was to encourage deep readers to share their passion for reading more widely in the digital space. The agency identified seven influential personalities in the fields of literature, publishing, travel, music and fashion and collaborated with them to engage their followers in discussions about reading habits in China. The online conversations about reading set the stage for Amazon to offer inspiration for people to reimagine the way the pastime is enjoyed. Through teaser and campaign videos featuring some of China’s most influential key opinion leaders, the brand showed reading in a brand new light, and it encouraged consumers to post their own stories. Within just a few months following its launch, all units of the Kindle Voyage were completely sold out across China.