VARIABLE SUPPORT FOR A SINGAPORE LAUNCH
Working with their Singapore office, we used variable communication to support the launch of the Manulife Financial brand in Singapore with a year-long campaign designed to engage the customer with the new brand device (the cubes) and at the same time, strengthen their relationships with their customers.
Beginning with a birthday card to the individual, the customer was directed to a customized micro-site to download personalized discount coupons – a birthday gift from Manulife. The birthday wishes were gendered and personalized to the individual and came from their agent. In addition to providing a personal URL, the card included the agent’s contact details.
Once on the micro-site, the policy holder was presented with several options. They could experience video of the current television commercial or a flash-mob executed in downtown Singapore; they could undergo a life stage assessment; or they could play a game designed around the brand device. Upon completion of the game, they received their gift (prize) – a series of three personalized discount vouchers to businesses in Singapore.
In undergoing the life stage assessment, they were asked two questions designed to define their needs and goals. With this information in hand, the agents were armed with the information they needed to make product recommendations to the customer and up-sell or cross-sell the policy holder.