Chinese Advertising
Happy Lunar New Year!
In 2011 the Chinese Lunar New Year festivities begin on February 3rd. Our print advertising demonstrates MetLife’s understanding of the U.S. Chinese community through the recognition and celebration of the most important holiday in the Chinese culture.
2011 is the Year of the Rabbit. The masterfully crafted calligraphy painted by Snoopy on the ad is the Chinese symbol for 'rabbit' - and also looks like an artistic rendition of this animal. Traditional cherry blossoms symbolize prosperity for the year ahead. MetLife has been celebrating the Lunar New Year for several years with the Chinese community, and has been reinforcing MetLife's leading life insurer position in the United States.
For the first time, MetLife uses a unique QR code on the ad that people can scan with their smart phone to receive an animated e-card. This e-card can be customized with a personal message and sent to friends and family to wish a happy and prosperous new year.
2010 Brand Advertising
Teamwork and strategy are the essential components of Dragon Boat racing, a traditional Chinese holiday event. The 2010 TV commercial and print advertising feature Snoopy leading the PEANUTS gang as a collaborative Dragon Boat team, paddling together towards the finish line and winning the race.
The creative symbolizes MetLife and our dedicated representatives committing to serve the Chinese community with the strength and experience backed by MetLife, the leading life insurer in the United States*. Just like Snoopy steered the PEANUTS gang, MetLife representatives can help guide the financial future of the Chinese community by helping to protect their families with insurance and other financial products.
*(A.M. Best 2008)L0810125734[exp0811][All States][DC]
Moon Festival
MetLife understands the significance of Chinese traditions and holidays and what they mean to Chinese Americans. Every year MetLife celebrates the Chinese Moon festival, that falls on the 15th moon day of the 8th month and is one of the most important holidays in the Chinese culture. On this particular day, the moon is known to appear the largest in size and most round symbolizing abundant fortune and prosperity.
This night brings families together to watch the beautiful moon and enjoy everything it represents while eating delicious moon cakes. On the 2009 Moon Festival print ad, Snoopy does just that – enjoys the night and the moon cake with his own family under the starry sky.
"Paper Crafting" Campaign
The "Paper Crafting" campaign was introduced in 2008 with TV, print and outdoor creative. It was based on the unique Chinese art form of paper crafting that requires great skill and precision. The crafted art work is often thought to bring good luck, fortune and prosperity. Following the success of the "Painting of the Dragon’s Eyes" campaign, Snoopy continues to play a prominent role in the animated commercial and print ad.
In this campaign, Snoopy symbolizes MetLife’s expertise by transforming a simple sheet of paper into an ornate and beautiful piece of art, that proudly displays MetLife’s leading position as the #1 life insurer in the United States, and our Chinese tagline – For a Wonderful Life. The commercial reinforces that MetLife has been a trusted partner for generations of Chinese with experience of over 140 years. The commercial is brought to life by the emotional melody from the popular Chinese folk song "Zi Zhu Diao" (Purple Bamboo Melody).
"Painting the Dragon’s Eyes" Campaign
MetLife introduced the "Painting the Dragon’s Eyes" Chinese-American brand advertising campaign in 2007 with TV, print and outdoor creative. 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.
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.
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