Research organisation LIMRA and trade association LOMA have recognized Manulife’s efforts in marketing its MOVE product to younger customers in Hong Kong, naming it the Best Integrated Social Campaign for 2016 at its recent Social Media Silver Bowl Awards.

Similar to the Vitality program that will soon be available in Canada, ManulifeMOVE offers discounted premiums to people who live healthier and more active lives. In Hong Kong, the insurer drew attention to the program by setting up game booths at prime locations and encouraging participants to share their photos on social media. Pop star Pakho Chau served as a brand ambassador, and starred in videos to demonstrate how easy it is to stay active in daily life.

“Our recognition of the importance of social media”

LIMRA and LOMA evaluated the entries according to a range of criteria, including the amount of creativity and innovation used on social media platforms, the quality of the content, and the level of engagement with the target audience.

“This prestigious international award underscores our recognition of the importance of social media and our understanding of how it works at a time when increasing numbers of tech-savvy customers, especially the Generation Y, are opting to utilize it as a principal means of communication," said Isabella Lau, Chief Customer Officer at Manulife International Limited. "That is why we have focused on using context-relevant media and contents to appeal to this younger group in our campaign. The results turned out to be excellent and we are gratified that ManulifeMOVE is highly commended by our industry peers.”