Manila Philippines – Acquiring insurance will always carry its own complexity, and in a bid to trivialize the process of finding the right financial product for consumers, the Philippine arm of Canada-born insurance company Sun Life has launched a campaign that bundles insurance products with mutual funds, rolling them out as different “starter packs.”
Dubbed as “Celebrity Product Starter Pack,” Sun Life wanted to make insurance friendlier by offering “combos” specifically curated for each life stage, enlisting well-known Filipino celebrities that best represent such stages to forefront each bundle.
Sun Life offers five starter packs, namely, the Adulting, Negosyante (entrepreneur), Newlywed, Health, and Parent of OFW (overseas filipino worker) bundles.
For each starter pack, one insurance and mutual fund is bundled together. For example, the Adulting Starter Pack, which is the brand’s offer for first-time workers discovering their independence, combines its basic life insurance plan Sun StartUp and minimal risk mutual fund Sun Life Prosperity Money Market mutual fund for an affordable monthly premium starting at P2,000 ($50).
The said starter pack is endorsed by Gen Z actor and singer Iñigo Pascual. Meanwhile, for its Negosyante or entrepreneur bundle, the brand got young adult and TV personality Enchong Dee.
For its Newlywed Starter Pack, Sun Life has partnered with recently wedded Matteo Guidicelli, who created buzz earlier in the year for his secret wedding with popular Philippine pop star Sarah Geronimo.
For its Health and Parent of OFW starter packs, on the other hand, Sun Life appointed Piolo Pascual, who is also the brand’s main endorser, and Charo Santos-Concio, respectively, who is a well-known media executive in broadcast giant ABS-CBN.
The campaign is a digital campaign with banners rolled out on its social media channels Facebook and Instagram. A 6-second spot for each starter pack has also been published on YouTube, with the brand also executing native email advertisements.
Sun Life Chief Marketing and Client Experience Officer Gilbert Simpao said the company released the bundle marketing campaign, having found that many Filipinos consider insurance as an overwhelming and expensive endeavor.
“This [insight] prompted Sun Life to highlight and offer the budget-friendly essential products to start their financial foundation with. These insurance and investment starter packs can suit different lifestyles and needs of Filipinos,” he said.
He added, “With the Celebrity Product Starter Packs, Filipinos will have a clearer starting point in their pursuit of their financial goals, especially now that everyone is striving to rise above the challenges presented by the pandemic.”
