Cluttered Category, Taboo Topic
Sun Life Insurance entered the Malaysian market in July 2013. Its awareness in the market is stacked against the clutter of very dominant players (e.g. AIA and Prudential), making it an uphill drive.
Making matters worse is the taboo nature of conversations centered on insurance. The mention almost always pre-suggests bad-tidings to Malaysians, making customer outreach efforts challenging.
Not prepared to be an insignificant player, Sun Life needed to build its customer base. It wasn’t enough just to have well packaged or innovative products, it had to get people interested enough to buy into them.
The mention of insurance means bad tidings to many Malaysians. Ironically, many conversations aimed at selling any brand of insurance conventionally starts by supposing misfortune. Newcomer, Sun Life, disrupted the convention by promoting good fortune.
We found that one would trust an insurance agent more if he or she were already a close friend. People were more receptive to the idea of insurance based on the level of trust they have for the agent. Trust was a barrier in most cases. In its absence, we concluded that one would rightly first, trust his or her own judgment or instincts, before anyone else’s.
What formed the basis of our driving insight became the core of our strategy:
Listen to yourself, the one person you can first trust
We centered our efforts on getting our audience to engage with themselves, helping them deduce their own financial needs by projecting themselves into an ideal, positive future.
Meet the Future You
From the strategy of listening first to one-self, we helped the audience create a version of themselves in an ideal world of comfort, luxury and security that was only possible with proper financial planning.
We used their ideal world as the engagement point – their future selves literally talking to their present selves, to demonstrate the good life that can be had, with proper financial planning.
Facial recognition technology
To provide a compelling experience, the challenge was to demonstrate the aging process on a youthful face – something that isn’t possible with existing facial recognition technologies.
To create an aged personification of the consumer talking to his present-self, we created new programs to merge with existing technology to provide the aging experience of the consumer.
How it works
A Microsite was created to host this experience of engaging with one’s future-self and house the information that was needed to sell and extol the benefits of proper financial planning.
Once at the site, users had their faces scanned using the newly developed facial recognition technology, and programmed to an older age. Users could then see their older self in a video talking about their ideal future and life experiences in an engaging way.
The reality check appears at the end of the video as the whistle blower triggers the realization that one might need Sun Life products after all.