Manulife – The First 100% Foreign-owned Life Insurer In Vietnam
Manulife Vietnam provides a wide range of insurance services including life insurance, health insurance, retirement insurance, etc. to more than 28M customers (2018). According to The Ministry of Finance statistics, Manulife is one of the major players in the Vietnamese life insurance market with a 12.8 percent share in early 2018.
Challenge
Pulse Active was challenged to help Manulife bring to Vietnam its global insurance concept #ManulifeMOVE. Besides, Manulife wanted to create a healthy brand identity through the most popular marathon race in Vietnam which will inspire customers to embrace health and wellness.
Strategy
Being the title sponsor of Danang International Marathon from 2016, Manulife has connected and engaged with young and sporty participants of the race in a relevant and healthy way by giving them a number of unique activities at the event site. The entire experience was meticulously designed to be fun and engaging which encouraged them to lead a more active and healthier lifestyle.
Solutions
Manulife x Danang International Marathon
Getting people showed their “MOVE”, Manulife brought a range of sporty and fun activities, such as running, dancing, soccer, inspiring movement in high traffic areas at the event site which helped collect big data from thousands of participants. These activities were streamed on social media and their Gen Y influencers also shared the “MOVE” with the audiences.
This is also an annual activity for Manulife employees to participate in the run to embrace an active and healthy lifestyle.
Highlight achievements
25.5M Participants
13M Reach in total
1 of 10 best international events of the year in 2018
1 of 10 most outstanding events on social media
