manulife_simple_happiness
brand campaign
Brief:
Get adults of all ages
Who is too busy to realize what really matters to them and their family
To stop for a while and look further insight into life
By reminding them about simple happiness
Insight:
People think that happiness can only be found by doing very big things (making anonymous money, buying a house, traveling around the world…). In this fast pace of life, sometimes, people are too busy to realize that happiness can come from very simple things, like you’re still can talk to your beloved ones or knowing someone is always waiting for us at home…
Strategy:
Defining happiness. We collab with power middle influencer poem creator - Lai Thuong Hung - to express the meaning of simple happiness through his work.
Sharing happiness. Besides, he reminds people about happiness by asking them to share their experiences with simple happiness. And how we can protect our simple happiness with Manulife.
Spreading happiness. We create pop-up booths called Happiness Check-in #DiemCheckinHanhPhuc. Family bonding activities at the booth help everyone in the family experience the simple happy moments of life. Encouraging participants to send loving words which are long forgotten or shy to confess or perform caring actions to family members, friends, and colleagues…
Results:
* Total Impressions: 7M
* #simplehappiness story sharing: 12K story
Skills involved: market analysis, competitive analysis, copywriting, creative direction
