In April this year, the Food and Health Bureau introduced the Voluntary Health Insurance Scheme (VHIS) in Hong Kong, with the mission to alleviate the resource burden at the public hospitals while making medical services more accessible and standardizing hospital insurance products.
The initiative attracted major insurance companies to apply for the license and the market was expected to be flooded with communications on product education and product promotions.
Despite the competition, it was anticipated that other major insurance providers would focus their communications on the general benefits of VHIS. mcgarrybowen wanted to ensure it addressed consumers’ barriers and lived up to Manulife’s mission which is to help consumers make easier decisions.
The overarching message about “insufficient medical coverage may lead to depletion in savings” is derived from the insight where consumers who already possess medical plans tend to use their savings to top up their medical expenses. This triggers the use of numbers and facts to illustrate rising medical costs that consumers may overlook.
The campaign theme “are you willing…” amplifies the potential emotional toll one can have when facing both insufficient medical coverage and the loss of hard-earned money.
“Medical is a serious topic and nothing is more en pointe than striking our consumers with hard facts which our team adopts a graphical treatment to ensure the visual is as eye-catchy as the facts,” said Jeffry Gamble, Chief Creative Officer, mcgarrybowen.
“There’s no point of repeating the same information that consumers have already learned about,” said Isabella Lau, Customer Chief Officer, Manulife. “We want to help our consumers see through the surface and encourage them to see the expert. We are happy to see the designed thinking works and is reflected in consumers’ inquiries and sales.”
Client: Manulife Hong Kong
Agency: mcgarrybowen Hong Kong
Simone Tam, CEO
Jeffry Gamble, CCO
Frankie Fung, Group Creative Director
Dick Au, Senior Art Director
Andrea Choi, Senior Copywriter
Kaye Wan, Art Director
Christy Leung, Producer
Man Hui, Head of Studio
YeeChing Wong, Digital Strategic Planner
Anna Wong, Business Director
Winnie Kwong, Account Director
Maria Bien, Senior Account Manager
Tim Lam, Senior Account Manager
Taffy Wong, Senior Account Executive
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