![]() ![]() Live a Brighter Life” into the creative concept of the #BE campaign – “Be everything you want to.” The #BE campaign expressed Sun Life’s promise, that they are here to encourage and challenge people not just to dream, but to turn their dreams into a reality. To bring the positioning to life, we translated “Dare to Dream. Prophet created Sun Life’s brand positioning leveraging one key insight: consumers in Hong Kong want to dream bigger and live brighter lives-and they want their financial services provider to help. Prophet identified an opportunity to frame insurance as an enabler of dreams rather than a guardian against inescapable peril. ![]() Insurance providers spoke about fear and the need to hedge against life’s inherent risks, whilst people hoped for bright futures for themselves and their loved ones. Prophet realized that what the industry was communicating was at odds with what consumers really wanted. ![]()
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