April 5, 2024

Our Work

Case Study

Manulife introduced Parents' Lullaby for Myanmar Families

This insight-led campaign landed Manulife a strong positive brand sentiment among the target audience and the lullaby video became one of the best-performing digital TVCs in the insurance industry to date.

Watch the video here.

The Background

In 2021, Myanmar faced significant upheaval, impacting social, political, and economic stability. Manulife Myanmar sought to discover through stakeholder research the impacts as they related to their own brand drivers such as family, health, feelings of security, and peace of mind.

What our team discovered is that a sharp increase in sleep-related issues driven by anxiety stemming from economic, familial, existential, and professional uncertainties which has led to many restful nights – replaced by worries of spending power, inflation, children’s futures.

Our Solution

Our creativity was based on a core insight – insomnia or restless nights are culturally associated with children rather than parents. So we reversed the paradigm of children and parents to show the strength, resilience and usefulness of the joyful naivete of children to restore peace of mind for parents. Parents are usually the ones taking care of the younger AND older generation, so this burden is one we sought to relieve through our creative twist on the norm.

To move on with the challenges of daily life, all you need is a sound sleep, and to get that – you need a lullaby. But instead of parents expressing their reassurance and love to children, we had children sing the lullaby to the parents – expressing their love and concern in return during these topsy turvy times.

There was a creative opportunity for cultural integration, as singing lullabies is common across Asian countries and familiar in Myanmar culture/tradition. We wrote the lullaby in-house and produced it with the hero video ourselves, we created a new audio association for the brand, and we used a song campaign to align with the realities of where creative could get the most traction in the market to creatively achieve our objectives.