Manulife creates mock-fortune teller to persuade millennials to consider financial planning

In an attempt to connect with a younger millennial demographic, Singapore-based TSLA created a campaign for insurance firm Manulife called ‘Mrs Fortune Teller’.

Realising that insurance and financial planning are low on the list of priorities for a younger audience, ‘Mrs Fortune Teller’ was an attempt to address questions about ‘adulting’ — millennial shorthand for being an adult — in a lighthearted tongue-in-cheek manner.

Before the campaign officially broke, the Mrs Fortune Teller character took over Manulife Singapore’s Instagram account and created a Facebook page, allowing users to submit questions about what the future had in store.

Queries from young customers were then used to create a deck of 12 mock-tarot cards, covering themes like love, health, career, housing, money and children.

These could be accessed on a specially created microsite, where a prediction was made based on the theme chosen. The cards dipped into local memes and jokes, calibrated to appeal to the young audience.

It wasn’t all fun and games though; the cards led consumers to specific products from Manulife around retirement planning, critical illness plans and life insurance.

Speaking about the campaign, Manulife chief customer officer Kwek-Perroy Li Choo said: “How would you live your life if you knew what the future holds? We are constantly looking for ways to highlight the need to act in time to protect against life’s uncertainties.

“I thought the Mrs Fortune Teller idea was a brilliant idea by my marketing team to reach out to people and to encourage them to share their concerns about the future in a refreshing way. It gives us an opportunity to respond with ideas on how some uncertainty in the future might be somewhat mitigated by thoughtful financial planning.”


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