Manulife Care Plus: The Worriers Learn to Live More

On 7 July 2024 Manulife Myanmar launched Manulife Care Plus, a life insurance product built around healthier living: policyholders are rewarded for regular medical check ups, with the promise of balancing health and enjoying life. Insurance advertising in Myanmar leans heavily on emotional appeals about loss and protection. Manulife needed a launch that stood apart from that pattern and made self care feel light, current and worth sharing, at a time when VPN restrictions were making online reach harder to earn.

Ruder Finn Era created a thematic film featuring the Worrier Trio, three characters who embody everyday anxieties and discover a lighter way to approach modern life. Self care was treated with humour rather than fear, which differentiated the product from the category's usual tone.

The film's final dance segment was lifted out as a TikTok challenge and extended across Facebook and Instagram, with KOLs and TikTok creators bringing their own audiences to it. The creator collaborations alone generated 17.4 million impressions and 7 million reach, with 308.1K organic reach. The team also designed a product flyer for Manulife's website and marketing so that the playful campaign and the product detail spoke with one voice.