Manulife Singapore takes on game-oriented approach

Promo steps away from “gloom and doom” of traditional campaigns, says company

Manulife Singapore takes on game-oriented approach

Insurance News

By Gabriel Olano

Manulife Singapore is trying a different approach to marketing insurance, using a digital game to engage its potential customers.

The insurer launched the ‘Manulife Vault Game’ on October 04, which challenges users’ memory skills and gives them a chance to win a Manulife retirement plan worth SG$250,000.

According to a statement by Manulife, it intentionally shook up its approach, stepping away from the “gloom and doom” tactics commonly employed by insurers.

The game is played across three difficulty levels, where players repeat from memory a sequence of highlighted buttons displayed randomly. To win, players have 10 seconds to repeat the right sequence in order to unlock the vault and collect virtual points. Several timed challenges and special events are being held throughout the promotion period, which runs until October 31.

On November 09, the top 32 players with the highest accumulated points will be invited to compete in a grand finale event at Jewel Changi Airport, the insurer said.

“We know that everyone wants to retire one day, but very few young people have a plan in place,” said Kwek-Perroy Li Choo, chief customer officer of Manulife Singapore.

“With the Manulife Vault Game, we hope to trigger the competitive nature of people in Singapore, to encourage them to play, plan to accumulate, and to eventually win big. We want to gain the attention of young consumers and drive home a very important point - that you need a game plan for retirement. The earlier you start, the better the chances of winning.”

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