The conventional insurance approach always feels a little too pessimistic, a little bit too serious and a bit distant. So we decided to have some fun while keeping it relatable to our target audience.
Using a lingo that millennials are familiar with, we turned everyday moments of realising that they’re an adult into subtle reminders to plan for their retirement. That’s #adulting.
#adulting broke all Manulife’s marketing records. It was the best performing campaign in Manulife's 38 year history in Singapore.
The campaign achieved an increase of 37% in purchase intent, which led to Manulife exceeding sales targets by 30% and selling close to $60 million worth of policies.
