PR Awards Asia 2020: Best Use of Digital

AKA Asia’s hijacking of Manulife Singapore’s social media profiles to seed an unbranded campaign has scored it a GOLD for digital strategy.

GOLD: Mrs Fortune Teller for Manulife Singapore by AKA Asia

While millennials are adept at financial planning, preparing for retirement is not something that charts high on their agenda. That's according to a survey that AKA Asia conducted on behalf of Manulife, to inform the insurance firm's strategy to reach young adults and convince them of the benefits of early planning.

The agency, together with creative agency TSLA, decided the best strategy to drum up interest in a low-interest category was not to push overt insurance messaging, but to create a light-hearted, interactive campaign that flipped the conversation from retirement planning into future-proofing. And what better format to do this than a fortune teller.

See the full winner list and read about more winners

To pre-seed the campaign, the agency made the bold move of 'hijacking' Manulife Singapore's existing Instagram and Facebook profiles by archiving old posts and changing the username to @mrsfortunetellersg. This ensured the campaign had a pre-existing audience, rather than building the 'Mrs Fortune Teller' character from scratch.

Social media users were introduced to 'Mrs Fortune Teller' and were encouraged to submit burning questions about what their future has in store for them. Over the course of a month, Mrs Fortune Teller received over 500 questions from the public. Fortune cards were designed from common themes that emerged from the questions: love, health, career, housing, money and children. The cards were delivered in a kit—together with a crystal ball and other fortune-telling elements—to local influencers and media to drum up engagement.

Actor, writer and mystic Josephine Tan was enlisted to act as the real-life 'Mrs Fortune Teller', holding 'live' readings on social media with actors Maxi Lim and Noah Yap. The whole concept was completely unbranded. Then on April Fools' Day, Manulife Singapore revealed that 'Mrs Fortune Teller' was in fact a campaign by an insurance company. After the unveiling, 'Mrs Fortune Teller' was converted into an online experience, where users could submit their concerns and receive a recommendation for—you guessed it—a Manulife product that would best address their needs.

'Mrs Fortune Teller' was part of Manulife Singapore's overall 'Adulting' campaign which, according to the brand, was its best-ever performing campaign. Brand awareness went up 21 per cent and brand consideration scores saw a 48 per cent uplift among 20- to 39-year-olds—more than double its targeted uplift. T

SILVER winner: HPV, 80% Relevant to You for Merck Sharp & Dohme (I.A.) LLC Taiwan Branch by Era Ogilvy Public Relations
BRONZE winner: Hennessy Foodie's Lab for Hennessy by Ruder Finn Group

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