The advent of mobile technology has revolutionized the way we live our lives, wherein most valuable things can now be purchased through a tap, press, or swipe of a button via smartphones. This movement paved the way for the emergence of mobile insurance, a product that allows customers to purchase policies on mobile — which made insurance more accessible to people who were previously unable to afford it. There is now a call for insurance companies to continually democratize insurance ownership for customers by understanding the gaps in their industry’s outdated ways.

As the first mobile life insurer in the country, Singlife aimed to strategically address antiquated pain points within the insurance industry through a mobile marketing campaign. With the company’s digital-only ethos, Singlife stayed true to its purpose of making meaningful insurance accessible by developing a convenient way for Filipinos to plan & protect their financial futures.

Singlife approached us to help address the brand’s core challenges and objectives. As AdSpark is part of Globe Group’s 917 Ventures and Brave Connective Holdings, Inc., we offered GCash as an effective media solution and primary platform of execution. With 86.5M users and 50+ Audience Affinities, GCash has access to the majority of mobile-first Filipinos, making it a seamless partnership for Singlife.

In order to ensure delivery to the right target audience, we fully utilized the prowess of our SparkIntelligence capabilities so as to efficiently guide Singlife in finding the right insights on audience sentiment & behavior. Our proficiency to supply Integrated Analytics led us to properly identify the right media channels for the campaign. 

Using the first-party data collected on GCash also enabled us to create specific audience profiles that the campaign strategy honed in on. The targeting implemented was intentionally based on an in-depth understanding of Filipino consumers and their behavior throughout the journey of getting a life insurance policy.

This targeted approach that was initiated by the detailed analytics of SparkIntelligence led to the solution of developing a portable full-service insurance microsite that empowers digital platforms to distribute meaningful insurance products fast.

When it came to presentation of the microsite, Singlife embedded it in the GCash platform to allow for a seamless customer experience via an array of personalized GCash ads. To make the process of purchasing plans easier for customers, the Singlife microsite conveniently pulls the customer’s verified personal data on GCash to cut down the process of policy issuance or application. 

While Facebook lent support, the majority of the ad placements to promote awareness and consideration of the Singlife microsite is housed in GCash via pop-up banners, promo-card prime, push notifications, and SMS. There are three audience profiles identified by SparkIntelligence that were key in this campaign: 

Audience 1: Younger Bracket (25-29) Online Shoppers

Audience 2: Middle Bracket (30-39) High Savers

Audience 3: Older Bracket (40-64) Business Savvy

Through conveniently placing the process mainly on the GCash platform; the campaign amassed a CTR of +1200% vs standard Meta and Google benchmarks proving the channel effective for each audience.

By accurately profiling these valuable audiences within GCash through SparkIntelligence, the campaign ultimately garnered great results for Singlife due to how the right customers & prospects were effectively targeted and communicated to. Singlife was able to address all the customer gaps and achieve impressive awareness and consideration levels among Filipinos, as evidenced by the number of policies already issued via the platform, 700,000+. This campaign was also given a Gold Award for Excellence in Mobile Marketing by Marketing Interactive’s 2023 Marketing Excellence awards.