Immortalizing Happiness: MetLife Hong Kong’s Infinity App Qorus Innovation in Insurance Awards 2016

Despite being the #1 US Life Insurer, MetLife ranked 19th in HK for market share and 12th for brand awareness. Unfortunately, the business situation didn’t allow for a massive ATL advertising budget. We therefore turned to digital and created an innovative mobile app, MetLife Infinity, to cost-effectively improve brand awareness and drive consumer engagement. The source of inspiration came from 2 key insights (1) HK smartphone usage is nearly ubiquitous (2) HK ranks last in Asia in Gallup happiness index. To engage consumers we disrupted both what competitors were saying and where they were saying it. Our competition used words like worry, death, and never-ending, combined with somber ATL advertising. So while our competitors focused on an uncertain future, we realized the most tangible meaning of insurance is actually how it makes you feel today. Armed with this insight, we launched MetLife Infinity app, a digital time capsule, which drives brand familiarity and trust while making the act of planning for the future a social, shareable and enjoyable experience you can feel positive about. Marketing, IT, Legal and Compliance departments worked to launch Infinity and exceeded all goals: • Increased 5% brand awareness • 40% lead conversion rate; 10% increase in customers (source:MetLife) • Became the 2nd most liked and followed HK life insurer on Facebook (102K fans) and LinkedIn (21K followers) (source:Media Company) • Ranked as high as 7th on Google Play and 9th on iTunes (source:Appannie) • Generated US$565K of earned media, 11 times the value of our total media spend (source:MetLife，The Hoffman Agency)