In Sun Life, status quos are made to be broken, and it is this thirst for breakthroughs that has earned the insurer this year’s Campaign of the Year award. In a lively chat, Belinda Au, General Manager, Distribution and Marketing at Sun Life Hong Kong, revealed her secret ingredients to the successful re-branding campaign.
Defining the brand attributes
“Rebranding”?
Campaign storyline
Behavior changes
Becoming the brand of your dream