Creative plan ‘lights up the dreams’ of Chinese consumers
HONG KONG, CHINA–(Marketwired – April 26, 2016) – MetLife Hong Kong*, a wholly-owned subsidiary of MetLife, Inc., the #1 U.S. life insurer**, achieved double-digit brand awareness growth last year^ driven by a number of successful digital initiatives that were recognized by a record haul of marketing awards.
Its successful digital initiatives include its popular Infinity app, a digital time capsule for capturing, preserving and immortalizing life’s happy moments, ‘My Dad’s Story’, a video story that went viral globally on social media, and the ‘Light up your Dreams with MetLife Hong Kong’, mobile-led consumer brand campaign. They all supported MetLife’s core proposition ‘Pursue More from Life’ and its strategy to create an emotional connection with consumers.
This digitally-driven integrated marketing strategy helped MetLife Hong Kong cap an outstanding year in marketing and innovation by winning an array of 7 high-profile accolades.
Notable recognitions in the last six months include:
- ‘Brand of the Year (Insurance)’ by the BENCHMARK Wealth Management Awards
- Best of ‘Mobile Communication and Social Apps’ by the Asia-Pacific Excellence Awards for the Infinity app
- Silver for Innovation in Brand Development by the Asia-Pacific Stevie Awards
- Silver for ‘Best Event – CSR’ by The Marketing Events Awards for MetLife Hong Kong’s Breast Cancer Awareness Campaign
- Bronze for ‘Insurance’ by the DMA International ECHO™ Awards for the Infinity app
- Gold for ‘Best Use of Digital’ by the PRWeek Awards Hong Kong for the Infinity app
- Silver for ‘Mobile Marketing – Insurance’ by the Davey Awards for the Infinity app
The award wins and surging brand awareness are a testament to MetLife Hong Kong’s successful efforts toward engaging customers, partners, and the community through the use of creative storytelling across social, mobile, and digital platforms. As recently reported by PRWeek, “MetLife Hong Kong has grounded its integrated communications strategy on how the brand can help Hong Kong people in the present. It has also sought to differentiate itself from the competition by exploring where Hong Kong insurers were engaging with consumers.”
Ms. Sunshine Farzan, Head of Marketing and Communications at MetLife Hong Kong, said, “At MetLife, we realize the most tangible meaning of insurance is actually how it makes you feel today and how it can make you feel confident about tomorrow. We’ve been very successful in driving business growth by connecting with consumers on an emotional level to build brand trust and loyalty. It’s a strategy we intend to continue by constantly looking at ways that we can engage with Hong Kong consumers in meaningful, unique and relatable ways.”
Experimenting in consumer connection
MetLife Hong Kong’s groundbreaking Infinity app has racked up 16 awards since its launch in 2014, most recently winning the Mobile Communications and Social Apps category at the Asia Pacific Excellence Awards last month. The worldwide recognition of Infinity app demonstrates MetLife Hong Kong’s ability to wield innovative technology to connect with consumers in a more personal and compelling manner. Infinity app has ranked as the most popular insurance app launch in Hong Kong.
“We are thrilled that MetLife Hong Kong has been recognized by our peers. As a brand, MetLife is constantly experimenting with creative ways to connect with consumers through new media platforms, to provide them with cutting-edge products and solutions. The Infinity app indirectly drove product sales and helped consumers identify positively with MetLife, building trust and familiarity, which translates to increased business in the future,” said Ms. Farzan.
Hong Kong consumers can look forward to another year of digital engagement and fun from MetLife. The ‘Light Up Your Dreams with MetLife Hong Kong’ campaign, which invites people to share their dreams on a virtual lantern and, with the support of its global brand ambassador Snoopy, send it floating up into the sky, will continue through September this year. Around 12,000 dreams have been shared to date, linking people’s aspirations for their career, family, education and wealth to MetLife products. It’s another example of how MetLife Hong Kong creatively fuses the needs of Hong Kong people with the brand’s strategic and product focus.
MetLife, Inc. (NYSE: MET), through its subsidiaries and affiliates (“MetLife”), is one of the largest life insurance companies in the world#. Founded in 1868, MetLife is a global provider of life insurance, annuities, employee benefits and asset management. Serving approximately 100 million customers, MetLife has operations in nearly 50 countries and holds leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. For more information about MetLife Hong Kong, visit www.metlife.com.hk.
*MetLife Limited (“MetLife Hong Kong”) is a wholly-owned subsidiary of MetLife, Inc. in Hong Kong and a private company limited by shares incorporated and registered under the applicable laws in Hong Kong. MetLife Limited is an authorized insurer carrying long term business in Hong Kong.
**Based on 2015 written premiums. Source: Axco Global Statistics 2016.
^MetLife Hong Kong Brand Awareness Tracking Surveys conducted in 2014 and 2015.
^^Based on Appannie.com, the Infinity app ranked as high as 7th on Google Play (June 22, 2014) and 9th on iTunes (July 27, 2014) in the lifestyle and social networking categories respectively.
#Based on non-banking assets according to A.M. Best research 2012 data, Best’s Review July 2014