Client: Manulife (International) Limited (“Manulife Hong Kong”)
ManulifeMOVE Hijack The Pokemon Go
Catch Pokémon in the Real World with Pokémon GO!
The launch of the biggest gaming phenomena, Pokemon Go, made the perfect opportunity for ManulifeMOVE, an innovative insurance concept that rewards people for moving. We quickly leveraged this and were the first in HK who hijacked the game and created an O2O campaign in only 11 hours and with HK$200,000.
How it works:
Pokemon Lures Module attracts Pokemon creatures (sometimes rare ones) to a Pokestop for 30 minutes. Anybody arrived to the Pokestop could enjoy the benefit from the effect.
Manulife has purchased the Lure Modules and announced the time and location for FREE Lure Modules dropping, to encourage customers MOVE MORE to CATCH MORE creatures around the Pokestops.
At the same time, activations station and mobile promoters were arranged to meet with all the customers at the location, customers simply visited and submitted a catching Pokemon AR photo to Manulife “Smart” Facebook Fan page, customers will be Rewarded with coffee coupons as incentive.
1. The idea of ManulifeMOVE is MOVE MORE. STAY ACTIVE. BE REWARDED.
2. The Challenge
Our target customers (Gen-Y) who want to be healthy but too unwillingly to exercise. Therefore, it’s crucial to let them realize that exercise is not necessary hardcore nor boring.
3. Gamified the experience
to encourage customers MOVE MORE. GET MORE.
Announcement on Facebook to drive traffic to activation locations
Offine: Activation in action
Reinforce Move More Catch More creatures at location & Be Rewarded from participation on Manulife Facebook.
Reward Fulfillment & Post-Activation Videos
Newspaper / News Channels