Manulife Singapore

Li Choo Kwek-Perroy / Chief Customer Officer and Chief Transformation Officer / Manulife
Cheryl Lim / VP Head of Branding, Communications and Sponsorships / Manulife
Wendy Hui / External Communications Manager / Manulife
Katie Chan / Director, Brand and Marketing / Manulife

TBWA Singapore *Lead Agency

Hagan de Villiers / Executive Creative Director / TBWA\Singapore
Dan Chia / Copywriter / TBWA\Singapore
Roxane Wee / Art Director / TBWA\Singapore
Peter Etheridge / Regional Group Brand Director / TBWA\Singapore
Belynda Sim / Planning Director / TBWA\Singapore
Corinne Yong / Brand Director / TBWA\Singapore
Irish Florentino / Account Manager / TBWA\Singapore

Msix

Rolla

Jake Nam / Director / Rolla
Gary Tham / Executive Producer / Rolla

Sixtoes TV

Haydn Evans / Executive Producer / Sixtoes TV
Zahid Zameer / Producer / Sixtoes TV

AKA Asia

Brenda Yeo / Account Director / AKA Asia
Rachel Lok / Account Manager / AKA Asia

Millennials are famed for being the generation that’s more likely to rent, and least likely to insure. Our challenge is engaging these under 39ers to take action about their financial future. Instead of practical advice or scares, we tapped into the language of millennials and celebrated responsibility in a playful, relatable way: #adulting. The #adulting campaign turned out to be the best performing campaign in the history of Manulife Singapore - more than just awareness and buzz, it drove high purchase consideration and significant sales uplift.