The leading life insurer bags three awards for its outstanding marketing campaigns
Sun Life Philippines, the longest-standing and #1 life insurer in the country, has been recognized at the prestigious Gold Quill Awards for its excellence in communication.
The company won an Award of Excellence for its Brand Health Journey and an Award of Merit for its Freedom to Live Brighter campaign. It also received the Team of the Year Special Award for its Client Experience & Marketing Departments.
Sun Life’s Brand Strategy and Management Head Don Aaron Peji and Digital Marketing and Advertising Head Ila Muriel Lucmayon received the awards.
Sun Life as the Top-of-Mind Life Insurance Brand in the Philippines
Sun Life aimed to retain its position as a trusted brand globally, and this was sustained in the Philippines by consistently topping the brand awareness, familiarity, and consideration scores against competitors. The company cemented its position in 2023 as a top-of-mind brand by mounting a series of brand campaigns and activations to encourage more Filipinos to secure their health and wealth. Both campaigns were executed using digital and traditional advertising and communications, ensuring a wider reach and a more impactful outcome.
Freedom to Live Brighter: A Next Gen Financial Literacy Advocacy
After launching the Philippines’ first ever multimedia campaign on financial literacy back in 2010, the company endeavored to refresh and update its advocacy to appeal to young audiences. This was done through the “Freedom to Live Brighter” campaign, which featured four digital films ideated and written by Sun Life’s very own team Gen Z multimedia artists. A landing page was likewise created as a one-stop hub that shared tips and solutions for various life stages and needs. The campaign successfully refreshed Sun Life’s financial literacy advocacy and expanded the company’s appeal to the younger generation, as shown in the significant increase in awareness among the younger age group.
Team of the Year Special Award
Sun Life Philippines’ Client Experience & Marketing Department was also honored with the Team of the Year Special Award, which highlights the highest-scoring entries submitted by an agency or organization. The awards were evaluated based on the number of winning submissions from a particular entrant.
Organized by the International Association of Business Communicators (IABC), the Gold Quill Awards is considered the most prestigious recognition for professional communicators around the globe. Hundreds of entries are submitted every year, all of which are evaluated by seasoned professionals who not only undertake training but also adhere to strict guidelines in assessing each entry.
“We are truly grateful and humbled by this recognition from the Gold Quill Awards. We share this achievement with our Clients, who always inspire us to be creative and innovative in the way we communicate Sun Life’s purpose. We also thank our partners and stakeholders who help us bring our advocacy and campaigns to life,” said Carla Gonzalez-Chong, Chief Client Experience & Marketing Officer of Sun Life Philippines. “We will continue to strive for excellence in communication as we strive to help Filipinos achieve lifetime financial security and live healthier lives.
