Manulife Vitality asks Canadians "#WhatDoYouLiveFor?"

Video of responses to this question surpasses 1.5 million views on YouTube and Facebook

TORONTO, Oct. 7, 2016 /CNW/ - Manulife launched its largest ever national marketing campaign with a "punch" in Toronto's Yonge-Dundas Square.  The event featured Michael "Pinball" Clemons asking attendees: "What do you live for?" and inviting them to punch their answer into Manulife's Workout Computer.  Each participant received a gif file of them working out on the computer.  The campaign supports Manulife Vitality – a life insurance product that rewards people for making healthy choices and being healthy.

The next day's Quebec launch event in Montreal, featured Danièle Sauvageau, coach of the Olympic gold-medal winning women's hockey team.  Guests included Olympic Bronze-medal winning figure skater, Joannie Rochette.

"Manulife Vitality is about life insurance for the living so our job was to ensure our marketing campaign was focused on what Canadians live for," said Glenn Hollis, Senior Vice President & Chief Marketing Officer. "By asking Canadians this simple question we are changing the conversation around life insurance to focus on what is important in life, and how you can protect it."

More than 4,000 people went to Yonge Dundas Square to either see the Workout Computer, get their bike tuned up at the free "ride thru", receive free stress relievers in the shape of broccoli and oranges, a free pedometer, or grab a fresh apple from special carts located around the square. A select few were winners of a Garmin. The launch event trended on Twitter throughout the morning and generated more than 4.6 million social impressions and reached almost 265,000 followers.

Manulife's marketing campaign includes a number of components that include:

  • Teaser video
  • Launch video
  • Outdoor Advertising
  • Advertising installation at Billy Bishop Airport
  • Online campaign
  • Consumer videos
  • New television ads


"This campaign is a departure from the approach typically taken by Manulife and our industry," added Hollis.  "It looks to create content that is relevant and engaging and showcase our belief that those that live better should be rewarded; it is bold and revolutionary and intentionally shakes up a tired industry. We consciously opted to celebrate and market 'life insurance for the living'…no one else is doing this and as leaders, Manulife wanted to start something big to empower Canadians to live better."

For further information, please go to:

About Manulife
Manulife Financial Corporation is a leading international financial services group providing forward-thinking solutions to help people with their big financial decisions.  We operate as John Hancock in the United States, and Manulife elsewhere.  We provide financial advice, insurance and wealth and asset management solutions for individuals, groups and institutions.  At the end of 2015, we had approximately 34,000 employees, 63,000 agents, and thousands of distribution partners, serving 20 million customers.  At the end of June 2016, we had $934 billion (US$718 billion) in assets under management and administration, and in the previous 12 months we made more than $25.4 billion in benefits, interest and other payments to our customers.  Our principal operations are in Asia, Canada and the United States where we have served customers for more than 100 years.  With our global headquarters in Toronto, Canada, we trade as 'MFC' on the Toronto, New York, and the Philippine stock exchanges and under '945' in Hong Kong.  Follow Manulife on Twitter @ManulifeNews or visit or

SOURCE Manulife Financial Corporation

Video with caption: "Video: What if you started every single day with one simple question: #WhatDoYouLiveFor". Video available at:

Video with caption: "Video: Introducing Manulife Vitality". Video available at:

For further information: Bev MacLean, Manulife,; 416-852-8501


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890