MetLife Asia Won the Gold Award – Excellence in Social Media with “My Dad’s Story” – A Social Media Film among the ...
November 25 2015 - 2:24AM
Business Wire
MetLife, Inc. (NYSE: MET) was honored as the Gold winner -
Excellence in Social Media in the recent Marketing Magazine’s
Marketing Excellence Award 2015 presentation ceremony.
The wide-reaching, emotionally engaging social video triggered a
tidal wave of consumer and media interest which reached over 300
million people. The video was shared nearly 1.5 million times on
social media, finishing 11th place in the global ranking and making
it the top-performing social media campaign in the history of life
insurance industry. It is also one of the most shared ads of
2015.
Titled “My Dad’s Story”, the video follows a struggling father
working hard to provide the best for his daughter. The story
highlights the worries and sacrifices of parents as they seek to
create a better life for their children and a future of
opportunities.
The mini-film was shared across YouTube, Facebook, Twitter,
blogs as well as MetLife’s microsites from January 28, 2015. The
positive comments received underline the way the story strikes a
sympathetic chord with a wide range of consumers.
Mr. Ralph Brunner, Chief Marketing Officer for MetLife in Asia,
said: “’My Dad’s Story’ demonstrates MetLife’s deep empathy for
parents who make tremendous sacrifices to ensure a bright future
for their children. To support these parents, we created the
innovative EduCare product and value-added services to help them
develop their children every step of the way from birth to
university graduation. The consumer response has been
outstanding.”
Created in partnership with Soho Square, a creative agency
affiliated with Ogilvy Thailand, and Phenomena production house,
“My Dad’s Story” was produced in six local-language versions in
Hong Kong, Malaysia and Vietnam.
The Marketing Excellence Awards celebrate the best of the best
across the marketing communications services spectrum, and
recognize companies that have pushed their brands towards
measurable success, through sound and innovative marketing
strategies. The winners were decided by a distinguished panel of
judges comprising of senior-professionals from agencies and
academics and experts from the industry. They assessed the entries
in the lens of challenge, strategy, execution and results.
For “My Dad’s Story” video, please click this link:
https://ogilvy.egnyte.com/dl/ijcZNMUUtm
About MetLife
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, visit
www.metlife.com.
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MetLife Asia Ltd.Eunice Cheng, +852-9277-0859
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