Our idea was founded on a powerful insight: Hong Kong ranked last in Asia in the Gallup Happiness index with local people literally planning their way to unhappiness. We noticed that the insurance industry was acting as a mirror to this with somber messaging and visuals, preparing people for an uncertain future. Our research revealed an emerging desire for simple reminders of the positive elements of life, now and in the future. We realized the most tangible meaning of insurance is actually how it can make you feel confident about tomorrow. Our key communications strategy became this: MetLife helps people look forward to the future by helping them realize their dreams and ‘Pursue More From Life’. Infinity created an enduring relationship between the brand and consumers by disrupting the transient nature of today’s social media and delivering a future-focused proposition that connected users with MetLife for the long term.

Hong Kong insurance brands overwhelmingly rely on traditional above-the-line advertising; despite this being one of the most heavily penetrated Internet markets in the world (96%) with active social media usage at 80%. (Source: Social Baker, China Internet Watch, Hootsuite). Our competitors were also outspending us on traditional marketing by 3 to 20 times. Our execution therefore took on an innovative approach: To drive Infinity app downloads and raise brand engagement, we allocated more than 70% of our media ad spend to mobile platforms; targeted online and social advertising content delivered personalized experiences and produced immediate action. Out of home advertising in high-traffic areas throughout Hong Kong also drove mobile consumers to their mobile devices. This enabled the MetLife brand to stand out from the highly competitive and cluttered ATL advertising arena maximizing return on our relatively smaller budget and made MetLife feel bigger in the market than we actually were.

Branded-term search queries on Google/Yahoo increased 8X (Source – Doubleclick). Brand awareness jumped 15%.

40% of all Infinity users opted into MetLife marketing/product promotion materials. 25% became MetLife social media followers.

Infinity was Hong Kong’s most successful insurance app ever with twice the download rate of apps from competitors (Source – Media Agency Hong Kong), ranking as high as 7th on Google Play and 9th on iTunes in their respective categories. 99% became active users.

Online content engagement was 3X higher than the insurance industry benchmark of .45%.

Infinity generated over US$250,000 in earned media, 5X the value of our total media spend resulting in positive word of mouth across customers, the tech, marketing and insurance industries: “An App better than Facebook/Whatsapp” – ePrice, “A rarity in today’s app market. An intersection between innovation and tenderness, Infinity is definitely worth downloading.” - Ring HK, “Top 5 coolest app” Tech Cocktail.