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. 

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.
Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.
For further information, please contact us