Situation

Life insurance is an industry that attracts a negative perception. And because of that, people don’t recognize the great benefits of life insurance is the PROTECTION as well as the savings. The topic is even more sensitive when the life insurance product is about critical illness.

Objective

To take advantage on the cancer awareness day to talk with consumers about the early preparation/solution for critical illness in the most persuading way.

Problem/Challenge

The campaign was launched five days before lunar new year when people just want to listen, to watch and talk about the good things in life. Sickness is never a happy topic and it’s even worse when it’s cancer, so how can we deliver the objective strongly but not in a scary or obsessive way?

Analysis/Insight

When people talk about cancer, the first thing they think of is death and that it’s going to be the end of the story. However, there are still a lot of people who are diagnosed in the early stages and they are positive and confident they can overcome it.

Creative idea

It’s not the end. It’s the beginning

Material

The campaign was started with a testimonial clip using all real people who had survived cancer sharing their thoughts about their life. This was followed up with a series of content on PR and social platforms to explain further the full meaning of the story.

Results

It was the content with the highest organic view rate on Manulife FBFP within three days of launch. The highest viewed content in FBFP was 2,5M views and 1,896 post shares. HTV9 also contacted to ask permission to use the content in the show “Thiên thần áo trắng” on Vietnam doctor’s day because of the positive spirit and thinking of the content.