Brand launch of a global pensions & insurance provider
Client: A Global Pensions & Insurance Provider
Situation: Though the brand had been in HK for over 19 years, it was not well known. There was a need to introduce and launch the brand for its target segment in HK and develop an emotional relationship between the brand and its target customer.
- Developed 6 storylines for the target segment based on experiences and research.
- Conducted focus groups to evaluate and gauge response towards each of the storylines.
- Developed a brand campaign including online and offline commercials in HK
- Launched the brand campaign over a course of 10 weeks in March 2019.
- The launch was a success which helped the brand index increase by 11% YoY
- Helped improve sales as customers remembered the campaign and related to the message.
- The online metric for the YouTube commercial was 300% higher than expected.