MetLife Asia Won the Gold Award – Excellence in Social Media with “My Dad’s Story” – A Social Media Film among the Most Shared Ads of 2015

HONG KONG--()--MetLife, Inc. (NYSE: MET) was honored as the Gold winner - Excellence in Social Media in the recent Marketing Magazine’s Marketing Excellence Award 2015 presentation ceremony.

The wide-reaching, emotionally engaging social video triggered a tidal wave of consumer and media interest which reached over 300 million people. The video was shared nearly 1.5 million times on social media, finishing 11th place in the global ranking and making it the top-performing social media campaign in the history of life insurance industry. It is also one of the most shared ads of 2015.

Titled “My Dad’s Story”, the video follows a struggling father working hard to provide the best for his daughter. The story highlights the worries and sacrifices of parents as they seek to create a better life for their children and a future of opportunities.

The mini-film was shared across YouTube, Facebook, Twitter, blogs as well as MetLife’s microsites from January 28, 2015. The positive comments received underline the way the story strikes a sympathetic chord with a wide range of consumers.

Mr. Ralph Brunner, Chief Marketing Officer for MetLife in Asia, said: “’My Dad’s Story’ demonstrates MetLife’s deep empathy for parents who make tremendous sacrifices to ensure a bright future for their children. To support these parents, we created the innovative EduCare product and value-added services to help them develop their children every step of the way from birth to university graduation. The consumer response has been outstanding.”

Created in partnership with Soho Square, a creative agency affiliated with Ogilvy Thailand, and Phenomena production house, “My Dad’s Story” was produced in six local-language versions in Hong Kong, Malaysia and Vietnam.

The Marketing Excellence Awards celebrate the best of the best across the marketing communications services spectrum, and recognize companies that have pushed their brands towards measurable success, through sound and innovative marketing strategies. The winners were decided by a distinguished panel of judges comprising of senior-professionals from agencies and academics and experts from the industry. They assessed the entries in the lens of challenge, strategy, execution and results.

For “My Dad’s Story” video, please click this link: https://ogilvy.egnyte.com/dl/ijcZNMUUtm

About MetLife

MetLife, Inc. (NYSE: MET), through its subsidiaries and affiliates (“MetLife”), is one of the largest life insurance companies in the world. Founded in 1868, MetLife is a global provider of life insurance, annuities, employee benefits and asset management. Serving approximately 100 million customers, MetLife has operations in nearly 50 countries and holds leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. For more information, visit www.metlife.com.

Contacts

MetLife Asia Ltd.
Eunice Cheng, +852-9277-0859

Contacts

MetLife Asia Ltd.
Eunice Cheng, +852-9277-0859