Tag: Sun Life

Singapore – Sun Life has announced that Mahima Tankha Marwah has been named as the new chief client experience and marketing officer for Asia. In her new role, Marwah will lead Sun Life Asia’s marketing strategy, brand development, philanthropy activities, client listening and measurement and the development of new solutions to enhance client propositions.

She brings over 20 years of experience in channel management, brand management, digital marketing, customer experience and insights in life, health, and general insurance in Asia. Prior to joining Sun Life, Mahima held senior insurance distribution, client experience and marketing roles at global financial services providers, FWD and Allianz.

Speaking on her appointment, Marwah said, “I am excited to join Sun Life to continue to grow their world-class Client Experience and Marketing function. I am excited to work with new colleagues across Asia to drive business growth and deliver solutions that will help client’s meet their health and wealth goals.”

Meanwhile, David Broom, chief client and distribution officer for Asia at Sun Life, commented, “I’m thrilled to welcome Mahima to the team. Her extensive experience and proven track record in brand and product marketing, customer experience and insights, and digital sales will enhance how we connect with our clients and ensure we continue to deliver exceptional experiences and drive growth across Asia.”

Hong Kong – After a regional review involving eight network agencies, it’s Havas Media that ultimately snared the account of international financial services firm, Sun Life. Havas Media will now be officially the company’s agency of record (AOR) for its markets in Asia namely, Hong Kong, Philippines, Vietnam, Indonesia, Singapore, and Malaysia. 

The agency’s remit includes providing regional strategic leadership, coordination and reporting, with full-funnel local advertising and SEO services. 

The partnership with Sun Life will be led by the Havas Regional Hub in Hong Kong and be supported by its local Havas offices. The media agency will also be partnering with advertising agency Invictus Blue and digital marketing agency First Page SEO in fulfilling its AOR role.

David Broom, chief client experience and marketing officer of Sun Life, commented that through its long-time provision of services to clients in Asia, it has become a trusted brand in the region.

He added, “As we continue to grow and as digitalisation and media consumption trends rapidly evolve, we required a partner that could help us both now and into the future. We are very pleased to partner with Havas Media and look forward to working together.”

Meanwhile, Andrew Cawte, managing director of Havas Media in Hong Kong, said that with the aim of winning the confidence of the Sun Life team, they have taken the time to understand its integrity and community values.

Cawte added, “Having such a long history in Asia, their credibility and customer understanding are unparalleled. We are really looking forward to helping them unlock their enormous potential, over the coming years.”

Jakarta, Indonesia – Independent agency M&C Saatchi in Indonesia has won the business of Sun Life Indonesia, following a multi-agency pitch that saw 6 agencies participate. Through the new business, M&C Saatchi will be developing a new brand platform for Sun Life Indonesia and executing it through the line. 

Sun Life Indonesia has been operational since 1995, and provides clients with a comprehensive range of protection and wealth management products, including life insurance, education insurance, health insurance, and retirement plans. The brand’s purpose is to help our clients achieve lifetime financial security and live healthier lives. 

Speaking about the recent update, Shirley Ge, chief marketing officer at Sun Life Indonesia, said, “At Sun Life Indonesia, we have been leading innovation as a fast growing brand, with a clearly defined brand purpose to help Indonesians families achieving financial security and live healthier lives.” 

She added, “We were seeking an agency partner that resonates our values and is brave at challenging market stereotypes in the insurance category. In M&C Saatchi Indonesia, we found our match.”

Meanwhile, Anish Daryani, founder and president director at M&C Saatchi Indonesia, said, “The post pandemic era has opened people’s eyes to the need for financial security, which is great for the insurance sector, which has otherwise seen rather low penetration in Indonesia.”

He added, “I believe Sun Life Indonesia is an ambitious brand with a very clear goal, and we are committed to drive value for them with our infectious enthusiasm and channelising their purpose to commerce.” 

Hong Kong – Insurance company Sun Life in Hong Kong has launched its first non-fungible tokens (NFTs) project, marking its 130th anniversary. This move follows the company’s new branding campaign ‘Change Into a Happier You’.

Until 30 September 2022, the top 130 Clients who pay the highest amount of Annualised First Year Premium1 and the top 130 advisors with the best performance will each receive one unique Sun Life Hong Kong limited edition NFT2 for free. 

Moreover, clients who become NFT holders can enjoy a premium rebate1 of up to HK$1,3003 in the next purchase. Sun Life Hong Kong will also be giving away the NFTs to 130 selected staff.

Clement Lam, CEO of Sun Life Hong Kong, shared that digital innovation creates new possibilities and changes people’s lives in often unexpected ways, and they always strive to stay ahead by enhancing the experience journey of their clients and advisors using digital technology. 

“2022 marks the 130th anniversary of Sun Life Hong Kong. We are thrilled to celebrate our special moment and share our joy with our stakeholders through the creation of this NFT collection,” said Lam.

Meanwhile, Chris Fung, chief client and marketing officer at Sun Life Hong Kong, said they will launch an exclusive NFT collection themed around ‘130th anniversary’ and ‘Hong Kong’ that will be co-created with Yobe, a local illustrator. 

“The design of the digital artworks will feature various aspects of living showcasing local culture and traditions. This series of digital collectibles marks our first step in entering the metaverse. In addition, we plan to include a number of different elements in the NFTs so as to create more exciting experience for our clients. We will also continue to integrate more online and offline interactions striving to take our innovation advancement to the next level,” added Fung.

Singapore – The Singaporean arm of insurance company Sun Life has appointed VCCP Singapore as its creative agency partner to craft a brand strategy and narrative that resonates with the targeted ‘High Net Worth’ and ‘Ultra High Net Worth’ client segments of Sun Life in Singapore. 

VCCP Singapore will, amongst other things, assist Sun Life Singapore to increase brand awareness and build a premium and highly differentiated brand identity for Sun Life, which is a new entrant into Singapore’s highly competitive and matured financial services industry. 

In addition, as Sun Life Singapore’s full-service partner agency, VCCP will be responsible for brand and marketing campaign development and amplification under the global brand tagline ‘Life is brighter under the sun’, brand strategy, digital communications and customer experience. 

Work commenced immediately and the first campaign work was launched in March 2022. More brand creation works are in the pipeline as of this writing.

Michael Wei, chief partnership and marketing officer at Sun Life Singapore said, “We were impressed with the breadth of financial services experience from the team at VCCP, their understanding of the emerging needs and ambitions of our audience as well as the creativity behind their many works. We’re pleased to have a strong partner in VCCP to help us establish Sun Life brand in Singapore and challenge our competitors in the market.”

Meanwhile, Craig Mapleston, CEO at VCCP Singapore, commented, “Sun Life has a rich and successful history across many markets, and we’re excited to be working with the Singapore team to replicate that success here. It’s such a competitive category, but also one that needs to move much more at the speed of culture. We’re looking forward to providing a differentiated and relevant choice for modern Singaporeans.”

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.”