Manulife Singapore

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

TBWA\Singapore *Lead Agency

Hagan de Villiers - Executive Creative Director Dan Chia - Copywriter Roxanne Wee - Art Director Belynda Sim - Strategy Director Pete Etheridge - Regional Group Brand Director Corinne Yong - Brand Director

Millennials - famed for being the generation that’s most likely to rent, and least likely to insure. How can Manulife engage under 39’ers to take action about their future? Instead of scaring them with more of the same doom and gloom, we decided to celebrate what growing up is about - #adulting. It became the best performing Manulife campaign ever - driving a 37% increase in purchase intent and beating sales targets by over 30%.