Award-Winning Digital Strategy Taps into Consumer Emotion Elevating MetLife Hong Kong Brand
April 08 2016 - 3:24AM
Business Wire
MetLife Hong Kong Takes Home Record 18
Marketing and Innovation Awards Including Brand of the Year
(Insurance) at BENCHMARK Wealth Management Awards
MetLife Hong Kong*, a wholly-owned subsidiary of MetLife, Inc.,
the #1 U.S. life insurer**, achieved double-digit brand awareness
growth last year^ driven by a number of successful digital
initiatives that were recognized by a record haul of marketing
awards.
Its successful digital initiatives include its popular Infinity
app, a digital time capsule for capturing, preserving and
immortalizing life’s happy moments, ‘My Dad's Story’, a video story
that went viral globally on social media, and the ‘Light up your
Dreams with MetLife Hong Kong’, mobile-led consumer brand campaign.
They all supported MetLife’s core proposition ‘Pursue More from
Life’ and its strategy to create an emotional connection with
consumers.
This digitally-driven integrated marketing strategy helped
MetLife Hong Kong cap an outstanding year in marketing and
innovation by winning an array of 6 high-profile accolades. Notable
recognitions in the last six months include:
- ‘Brand of the Year (Insurance)’ by the
BENCHMARK Wealth Management Awards
- Best of ‘Mobile Communication and
Social Apps’ by the Asia-Pacific Excellence Awards for the Infinity
app
- Silver for ‘Best Event – CSR’ by The
Marketing Events Awards for MetLife Hong Kong’s Breast Cancer
Awareness Campaign
- Bronze for ‘Insurance ’ by the DMA
International ECHO™ Awards for the Infinity app
- Gold for ‘Best Use of Digital’ by the
PRWeek Awards Hong Kong for the Infinity app
- Silver for ‘Mobile Marketing –
Insurance’ by the Davey Awards for the Infinity app
The award wins and surging brand awareness are a testament to
MetLife Hong Kong’s successful efforts towards engaging customers,
partners, and the community through the use of creative
storytelling across social, mobile, and digital platforms. As
recently reported by PRWeek, “MetLife Hong Kong has grounded its
integrated communications strategy on how the brand can help Hong
Kong people in the present. It has also sought to differentiate
itself from the competition by exploring where Hong Kong insurers
were engaging with consumers.”
Ms. Sunshine Farzan, Head of Marketing and Communications at
MetLife Hong Kong, said, "At MetLife, we realize the most tangible
meaning of insurance is actually how it makes you feel today and
how it can make you feel confident about tomorrow. We’ve been very
successful in driving business growth by connecting with consumers
on an emotional level to build brand trust and loyalty. It’s a
strategy we intend to continue by constantly looking at ways that
we can engage with Hong Kong consumers in meaningful, unique and
relatable ways."
MetLife Hong Kong’s groundbreaking Infinity app has racked up 15
awards since its launch in 2014, most recently winning the Mobile
Communications and Social Apps category at the Asia Pacific
Excellence Awards last month. The worldwide recognition of Infinity
app demonstrates MetLife Hong Kong’s ability to wield innovative
technology to connect with consumers in a more personal and
compelling manner. Infinity app has ranked as the most popular
insurance app launch in Hong Kong^^.
“We are thrilled that MetLife Hong Kong has been recognized by
our peers. As a brand, MetLife is constantly experimenting with
creative ways to connect with consumers through new media
platforms, to provide them with cutting-edge products and
solutions. The Infinity app indirectly drove product sales and
helped consumers identify positively with MetLife, building trust
and familiarity, which translates to increased business in the
future,” said Ms. Farzan.
Hong Kong consumers can look forward to another year of digital
engagement and fun from MetLife. The ‘Light Up Your Dreams with
MetLife Hong Kong’ campaign, which invites people to share their
dreams on a virtual lantern and, with the support of its global
brand ambassador Snoopy, send it floating up into the sky, will
continue through September this year. Around 12,000 dreams have
been shared to date, linking people’s aspirations for their career,
family, education and wealth to MetLife products. It’s another
example of how MetLife Hong Kong creatively fuses the needs of Hong
Kong people with the brand’s strategic and product focus.
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 about MetLife Hong Kong,
visit www.metlife.com.hk.
*MetLife Limited (“MetLife Hong Kong”) is a wholly-owned
subsidiary of MetLife, Inc. in Hong Kong and a private company
limited by shares incorporated and registered under the applicable
laws in Hong Kong. MetLife Limited is an authorized insurer
carrying long term business in Hong Kong.
**Based on 2013 written life premiums. Source: Axco Global
Statistics 2014.
^MetLife Hong Kong Brand Awareness Tracking Surveys conducted in
2014 and 2015.
^^Based on Appannie.com, the Infinity app ranked as
high as 7th on Google Play (June 22, 2014) and 9th on
iTunes (July 27, 2014) in the lifestyle and social networking
categories respectively.
#Based on non-banking assets according to A.M. Best research
2012 data, Best’s Review July 2014
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version on businesswire.com: http://www.businesswire.com/news/home/20160408005209/en/
The Hoffman AgencyJanniefer Chan, (852)
2231-8119jachan@hoffman.comorMetLife Hong KongSunshine Farzan,
(852) 2199-1821sfarzan@metlife.com
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