#Change Rougo

Metlife underwent a global rebranding project in 2016, and under the new tagline, ‘Navigating life together’, the client was looking for ways to differentiate them from competitors so that they could elevate their business while increasing brand awareness and understanding. With the fact that Japan is in a super-ageing society called ‘the era of 100-year lifespan’, we came up with the theme, “#Change Rougo”. The term “rougo” means after retirement, and became a common concern across all generations, so within this context, we positioned the products and services provided by MetLife as ‘daily value’, and declared that MetLife is committed to changing the concept and perception of “rougo” so customers could have a more positive and enriching outlook toward the later stages of their life. Whilst communicating brand personality through mass media/TVC, we developed and launched a micro site based on content marketing, and introduced a series of stories on “rougo” from objective perspectives to gain attention from customers and to promote lead nurturing. (Brand Transformation, 2018 ARF Ogilvy Award, Bronze)