John Hancock Vitality Apple Watch 3 John Hancock Financial Services

By incorporating a wellness component, along with a fun and engaging digital experience like Apple Watch, John Hancock is fundamentally changing the way people think about life insurance.

Country: USA
Launch date: 2017
Keywords: Health Insurance, Internet of Things, Prevention

Presentation

As an organization, John Hancock believes that our commitment to policyholders should extend beyond financial protection to include helping them live longer, healthier lives. After all, consumer health and longevity is in everyone’s best interest. That’s why we introduced John Hancock Vitality — a new kind of life insurance that combines traditional financial protection with an integrated wellness program that rewards policyholders for the everyday things they do to stay healthy. With it, our members can save up to 15% on their annual premiums and great rewards from name brand companies by simply exercising, eating well, visiting the doctor, and more.

In November 2017, we launched a game-changing enhancement to the program – the Apple Watch 3 benefit. With it, policyholders can earn a brand-new Apple Watch 3 for as little as $25 by exercising regularly, allowing them to record their healthy lifestyles in real time and earn a variety of great rewards and discounts.

The Apple Watch 3 launch was an integrated marketing effort that involved nearly everyone across Marketing and PR from John Hancock Insurance and John Hancock’s Corporate Marketing. The campaign included a consumer public relations campaign to spread awareness of our partnership with Apple; email and direct outreach campaigns to increase producer consideration and interest, and finally, encourage existing John Hancock Vitality members to sign up for their own Apple Watch, and attract new John Hancock Vitality customers.

So far, we’ve already seen the tremendous impact the John Hancock Vitality Program with the Apple Watch Series 3 benefit can have on the lives of our customers.
• They’re more active, taking an average of 9,323 steps per day, compared to 5,000 steps for the typical American — and Apple Watch users are recording 2,000 additional steps on top of that!
• They’re engaged, interacting with us an average of 44 times per month.
• They’re being rewarded, having earned more than 57,000 rewards since 2015.
• They’re using their Apple Watches 6 out of 7 days a week.
• They’re our most engaged users with a NPS of 64.

The reason behind

Uniqueness

Implementation

Project organization

Results

Investments

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Key contact
avatar
Glenn Macdonnell
Senior Marketing Communications Manager
John Hancock Financial Services
USA
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