Morning Studio’s compelling MSIG media biodiversity campaign resonates across Asia-Pacific
March 27, 2020
SCMP Updates
Illustration-led, three-part series, ‘Preserving Life on Earth’ – highlighting need for man’s urgent action – inspires and educates insurance company’s desired target audience
When it comes to sustainability, Japan’s Mitsui Sumitomo Insurance Group (MSIG), one of the world’s largest insurance companies, wants to stand out.
MSIG wanted its “Preserving life on Earth” media campaign to focus on an issue close to home that affects all of its clients in Southeast Asia: biodiversity in Asia.
Morning Studio’s creative team started by researching the issue of biodiversity – the huge variety of important plant and animal life throughout the world – why it is vital that we protect it and how each one of use can help to make a difference.
They compiled a range of absorbing information for the dynamic, illustration-led campaign, which was divided into three distinctive chapters.
Each of one of three articles combined stunning illustrations, animated elements and enticing infographics with facts and figures to help break down the complex subject matter into accessible and engaging bite-sized information to engage the readers.
The highlight of the campaign was the series of creative, custom-designed illustrations, which resonated with audiences not only across Asia, but also around the world.
Each chapter aimed to touch the hearts of readers – and pique their curiosity – by highlighting current events affecting biodiversity that have made international headlines, such as the devastating Australian bushfires that started at the end of 2019, which estimates suggest killed more than one million animals and have threated the existence of koalas and other native species.
Complementing each of the articles were bold, selected visuals, which cleverly – yet discreetly – introduced the red-and-purple colour scheme of MSIG’s brand.
Morning Studio expertly combined all of these stimulating elements to ensure the content was successfully used on both on- and off-platforms to produce a powerful message to MSIG’s target audience in Hong Kong, Singapore, Malaysia, Indonesia and Thailand.
The campaign generated more than 150,000 page views and 2.6 million social media impressions, to far outperform other editorial coverage on “environment” or “climate change” topics.
The Facebook posts were designed to garner impressions and encourage click-through to the other episodes. At the same time, an additional 35,000 impressions on @scmpnews Instagram stories further amplified MSIG’s brand awareness.
Included at the end of each chapter were three audience polls, which recorded a total of 1,327 votes – emphasising how much the readers loved engaging and interacting with the content.
The campaign attracted 80 per cent of its readership from the Asia-Pacific region, which perfectly matched MSIG’s desired target audience.
Morning Studio’s unique ability to inject its signature blend of creativity into every project, while also staying true to the client’s vision and strategic aims, can also pay off for you and your company’s brand.
Contact the team at Morning Studio now and we’ll share what great things we can do for you.
When it comes to sustainability, Japan’s Mitsui Sumitomo Insurance Group (MSIG), one of the world’s largest insurance companies, wants to stand out.
MSIG wanted its “Preserving life on Earth” media campaign to focus on an issue close to home that affects all of its clients in Southeast Asia: biodiversity in Asia.
Morning Studio’s creative team started by researching the issue of biodiversity – the huge variety of important plant and animal life throughout the world – why it is vital that we protect it and how each one of use can help to make a difference.
They compiled a range of absorbing information for the dynamic, illustration-led campaign, which was divided into three distinctive chapters.
Each of one of three articles combined stunning illustrations, animated elements and enticing infographics with facts and figures to help break down the complex subject matter into accessible and engaging bite-sized information to engage the readers.
The highlight of the campaign was the series of creative, custom-designed illustrations, which resonated with audiences not only across Asia, but also around the world.
Each chapter aimed to touch the hearts of readers – and pique their curiosity – by highlighting current events affecting biodiversity that have made international headlines, such as the devastating Australian bushfires that started at the end of 2019, which estimates suggest killed more than one million animals and have threated the existence of koalas and other native species.
Complementing each of the articles were bold, selected visuals, which cleverly – yet discreetly – introduced the red-and-purple colour scheme of MSIG’s brand.
Morning Studio expertly combined all of these stimulating elements to ensure the content was successfully used on both on- and off-platforms to produce a powerful message to MSIG’s target audience in Hong Kong, Singapore, Malaysia, Indonesia and Thailand.
The campaign generated more than 150,000 page views and 2.6 million social media impressions, to far outperform other editorial coverage on “environment” or “climate change” topics.
The Facebook posts were designed to garner impressions and encourage click-through to the other episodes. At the same time, an additional 35,000 impressions on @scmpnews Instagram stories further amplified MSIG’s brand awareness.
Included at the end of each chapter were three audience polls, which recorded a total of 1,327 votes – emphasising how much the readers loved engaging and interacting with the content.
The campaign attracted 80 per cent of its readership from the Asia-Pacific region, which perfectly matched MSIG’s desired target audience.
Morning Studio’s unique ability to inject its signature blend of creativity into every project, while also staying true to the client’s vision and strategic aims, can also pay off for you and your company’s brand.
Contact the team at Morning Studio now and we’ll share what great things we can do for you.
