Client: Great Eastern Life
Manifesting a 100 Year Old Brand
Business Issue: As GE celebrates their 100th year, they will continue to make life great by providing financial security, and promoting good health and meaningful relationships. We recommended that the anniversary activities should include the young as early stakeholders who will become key customers segments as GE forges ahead in the next century.
Process: We created a novel event – “Life is Great” essay competition – to deepen the relevance and meaning of what makes Life Great for children. The competition would serve a twofold objective: allow children to freely express their ideas of Great Life through an essay, and enable winners to use the winning reward to satisfy their idea of a great life.
An integrated multi-platform campaign was designed for the campaign outreach. Main-elements included posters to all schools, entry through a microsite, judging by the media, posting of winning entries on main media sites, campaign pulling together all activities in the centenary year of GE to engage communities of all ages.
Results: All schools in Singapore participated, thereby increasing the brand association of Great Eastern Life to their slogan – Life is Great . Resulted in bigger distinction in brand differentiation and also heightened the perception that Great Eastern leads with a clear value proposition to the community as a LIFE company