How do you get a 173 year-old insurance company to become relevant to an emerging Gen-Z audience that’s not even thinking about insurance yet?
By being the brand that actually looks out for their wellbeing while tapping into the digital trends that resonate with them, like their love of music, dance and of course, TikTok.
We created ‘WeDo’ as a platform for holistic wellness, to actively get young people doing more towards a healthy lifestyle. Then we launched a world-first collaboration with K-Pop supergroup ‘SuperM’.
What followed was a social-led campaign where everything was designed to get people doing more for their wellbeing. From the song lyrics and dance choreography, a music video launch, TikTok dance challenges, exclusive filter releases, reaction videos, a virtual concert as well as daily motivational posts to keep fans going. And that they did, with millions of unique dances posted to TikTok and IG.
Engagements reached over 63 million.
The digital campaign launched entirely on TikTok with a music video, instructional dance moves and branded content and was quickly embraced by fans with dances and reaction videos.
After a 5-day teaser period to get their fans hyped up, the clip dropped to international acclaim.
We knew this young audience would love to dance along, so we created gamified dance tutorials from the band to break down the moves.
