Advertising Insurance

Manulife reaches out to millennials with new and quirky 'adulting' campaign

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By Shawn Lim, Reporter, Asia Pacific

November 22, 2018 | 2 min read

In a bid to connect with millennials, insurance company Manulife has unveiled a new campaign that plays on the hashtag #adulting to showcase relatable adulthood scenarios.

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The insurer hopes that the display of its advertisements will help it to reach out effectively to their millennials.

Messages such as ‘when you’d rather stay in than zouk out’, in reference to the annual ZoukOut electronic dance music festival held in Singapore, has been splashed across various Out-of-Home (OOH) advertising platforms including buses, taxis, North East Line (NEL) and Downtown Line (DTL) metro stations.

The insurer hopes that the display of its advertisements will help it to reach out effectively to their millennials on the topic of retirement, as well as re-establish and strengthen their brand position in the mind of the commuters.

"Reaching out to the millennials on the topic of retirement is never an easy one. We wanted to approach a serious (yet important) topic of retirement in a playful, refreshing and relevant manner,” Cheryl Lim, vice president and head of the brand, communications, and sponsorships at Manulife.

“The #adulting campaign celebrates those little, relatable adulting moments that we all experience as we mature. And OOH helps help earn us a strong recall in the minds of Singaporeans."

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