With its intangibility, the value of life insurance is difficult to convey to the target. So we decided to use a vending machine to make thinking about the future and choosing a future more tangible. In addition, the drink contained inside helped participants realize that things (in this case, the future) can feel/taste different depending on your outlook. The entire experience enabled people to directly experience the value offered by the brand.

During the month-long campaign, vending machines were placed all around the city for reality and impact. The intent was to generate news and buzz as a social phenomenon. Footage of people making their choices was then featured in the TV commercial. This succeeded in spreading the notion of choosing a future to more people and starting conversations. As the vending machines ended up generating more interest than expected, the content of the TV commercial was changed from what was initially intended. The focus shifted to showing people's reactions to the vending machines as a way to get more people interested.

Usually, higher age groups show more interest in insurance, but young people flocked to this campaign. With several tens of thousands of participants, it became a social phenomenon.

PR exposure in paid media value: $1420,000. Direct experience (those that experienced the future vending machine): 32,659. Number of visitors to the website: 91,781. Visitors to Manulife's Facebook page: Doubled compared to the previous year. Requests for brochures: Increased by five-fold.