How Manulife reached its clients on their birthdays for a personal celebration.






Manulife wanted to send birthday greetings to clients on their special day and strengthen the relationship between its financial planners and clients.

Each Manulife client received a personalised printed birthday card with the image of the Manulife cube wrapped as a gift. Signed by their servicing financial planner with personalised wishes based on client profile, the card also invited clients to play the “Lucky Cube” game online by following their personal web address.

On their personal website, clients could play the “Lucky Cube” game to win prizes. The idea was to inject some fun and engagement through an interactive game. Clients could redeem their prizes when they had the right matching pair of images. The game and prizes were to enhance the celebratory sentiments of a birthday. The prizes were delivered in the form of a personalised email redemption voucher. Every client who played the game was assured a prize.

On top of that, there was one Grand Prize winner every month who won a hotel stay.

Additionally, the personalised website THE MAIL attempted to motivate the client to take “The Good Life Quiz” – a question-answer interaction designed to assess the client’s current life stage and their concerns for the future.

The quiz was simple, quick and fun. With the added intelligence from the quiz, financial suggestions were made available to them. Clients were also provided an option of inviting friends to take the quiz – an opportunity to expand the database.

This initiative began with the print card with subsequent interactions taking place online. All the touch-points were personalised according to the client’s gender, age and life stage. The goal was not to jump to cross-selling or up-selling, but rather to build a stronger and genuine relationship between the client and brand.

The campaign targeted all existing customers of Manulife Singapore across different age segments.


                                                              The  Mail 


Softly position Manulife’s financial advice to each client’s current or near-future life stage, so Manulife became top-of-mind for new business opportunities.


Provide an interactive journey through a personalised website that encouraged Manulife clients to share their concerns and goals for their future.

One in three clients logged on to their personalised birthday website and 90% of these clients played the “Lucky Cube” game.


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