Happy Chinese Lunar New Year!
Multicultural Marketing is pleased to annouce the new Chinese Lunar New Year Print advertisement. The ads focus on reinforcing our #1 life insurer claim and our presence in the Chinese community through the recognition and celebration of the most important holiday in Chinese culture. MetLife has constantly been involved for the past several years in celebrating this holiday to support our MetLife customers and to strengthen our community relationships.
We are excited to share this year’s colorful Lunar New Year print ad featuring Snoopy dressed in a traditional Chinese outfit, presenting a scroll to welcome our consumers into the Year of the Mouse with an abundance of good fortune as the #1 life insurer in the US. Chinese New Year symbolizes a new beginning and prosperity for families. The Year of Mouse is the year of good fortune and wealth. We’d like to take this opportunity to wish you and your family a happy and prosperous year!
In addition, we have developed local print advertising to help communicate these efforts to consumers in the community.
Print
Chinese Lunar New Year Print Ad (636kb)
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English Translation
Headline: MetLife is everyone’s choice. We welcome the golden year of the mouse with an abundance of good fortune to you.
Visual (stamp): #1 Life Insurer
SubHead: MetLife -- America’s #1 life insurer may you have a prosperous New Year.
Body Copy: As the leader in the life insurance industry and America's largest life insurer, MetLife’s nearly 140 years of experience has demonstrated exemplary leadership in the insurance and financial services industry. Our success is also based on the trust and support from each and every Chinese customer. Because of this, MetLife is committed to serving the community with quality professional representatives. We help people plan their lives with a wide range of guarantees that protect their income and assets for life, creating their own personal safety net.
So when you set your resolutions for the New Year, call our Chinese toll free number and let one of MetLife’s financial service representatives to help plan your happy and abundant/wealthy life.
1-888-233-3183 chinese.metlife.com
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Media
The ad will run in the following publications during the first week in February.
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World Journal
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World Journal
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Chinese Daily News
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Sing Tao
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Sing Tao
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Sing Tao
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Ming Pao
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Ming Pao
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China Press
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China Press
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China Press
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Chinese LA Daily
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Liberty Times
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International Daily
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Zhong Guo Daily
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Duo Wei Times
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International Daily
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Taiwan Daily
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Asian Weekly
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MetLife - “Painting the Dragon’s Eyes”
MetLife is pleased to introduce a new Chinese-American Brand Advertising Campaign which consists of TV, print and outdoor advertising. The campaign was created to increase brand awareness and reinforce that MetLife is the largest life insurance provider in the US. We focused on the financial strength and the history of MetLife, along with the over 70 million customers worldwide that depend on us, to support our claim. The concept for this campaign is based on the famous Chinese expression, “Painting the dragon’s eyes” -- which represents the essential and magical touch that can bring ordinary things to life, or a triumphant achievement.
In China’s history there exists a folklore about an emperor who asked an artist to paint a mural of a dragon (symbolizes the strength of the Chinese people and history) on the city’s wall. Legend says that when the artist finished painting the eyes of the dragon, it came to life. The action of Snoopy putting the finishing touches on the mural symbolizes that achievement. It also represents a family reaching their goal of financially protecting their loved ones. The commercial is brought to life by the melody from one of the most popular ancient Chinese folk songs, Mo Li Hua or “Jasmine Flower”, known to the Chinese people worldwide.
Finally, we created an icon featuring the #1 insurance provider claim and strategically added it to our print and outdoor creative. This icon was then adapted into a lapel pin that will be proudly worn by MetLife representatives in the US.
Television
Newspaper Print
Brand Print (1.13MB)
Outdoor Advertising
Brand Outdoor (2.13MB)
#1 Life Insurer Pin
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