GREAT EASTERN:
HOW TO REACH FOR GREAT IN 10 SECONDS
How we used this generation’s short attention span to our favour.
The Challenge:
With the younger generation on short-form apps all day, their attention spans have dropped drastically. As a 116-year-old regional brand, Great Eastern had to find new ways to communicate to our first-jobbers regarding their approach to getting their first insurance since nobody can focus on a financial spiel anymore.
An Effies Singapore 2024 winning case.
The solution:
Great Eastern presents: How to Reach for Great in 10 Seconds, a series of educational and fun financial content made to prepare young new jobbers for adulthood. The series was first launched on TikTok where the younger generation are scrolling on.
As an extension, we also created The Great Guru character on our social platforms to continue providing financial advice in a short and fun way.