Manulife Singapore has launched a multi-million dollar branding campaign in Singapore to strengthen consumer brand awareness. The ads feature a family leaning on the iconic three-dimensional green cube inspired by the Manulife logo, espousing the campaign’s tagline, "Manulife A key support for your future".

The green cubes, which symbolise Manulife's brand attributes of strength, reliability, trustworthiness and forward-thinking, also anchor the rest of the ads. View Photo Gallery.

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The 2010 Customer Satisfaction Index of Singapore - a survey conducted by the Singapore Management University's Institute of Service Excellence (ISES) is testimony of this. Manulife Singapore's score of 68.5 was not only higher than banks and other insurers, but also higher than the national average of 67.2 for all industries surveyed.

"But the cream of the life insurers' crop was Manulife Singapore, scored for the first time this year," said  Mr Lee, ISES Academic Director. "Manulife is doing a significantly better job at convincing its customers of the quality and value of its competitors." Source: SPH - The Business Times, 15 February 2011