|
Situation
Challenge
Insight
Campaign
|
New York Life
| To launch a thematic campaign in the Hong Kong market and build brand awareness. |
| To stand out amongst competitors who have strong brand presence and high media exposure. |
| We wanted to position New York Life as the insurance company that understands their customers' everyday struggles. The core idea was that "every day counts". |
| Dramatic photojournalist images showing the daily lives of typical Hong Kongers were used. The images included everyday scenes such as people rushing to a train, queuing for a school application or searching for a new apartment. A tactical buy was made of 12-sheet outdoor billboards at various MTR subway and tunnel entrances in high traffic areas, as well as stickers on screen doors at train stations and buses. |
|
