Sun Life bags international award

MANILA, Philippines - The International Association of Business Communicators (IABC) held recently its 2009 Gold Quill Awards gala night in San Francisco, USA. Receiving the coveted Gold Quill for ‘Electronic and Digital Communication — Management Award of Excellence’ is the country’s very own Sun Life Financial-Philippines for their ‘Financial Explorers Quiz’ (FEQ), a part of their Amazing-I Campaign which is a multi-channel effort encouraging and informing people of the value of having insurance in their lives.

The Gold Quill Awards is the world’s premier competition for business communication. Organized by the IABC, it has rigorously tested the work of communicators for more than 36 years.

In what is considered the Oscars of Business Communication, Sun Life Financial-Philippines’ FEQ got a near perfect score of 6.86. The campaign, put together by an in-house team and executed with limited resources, was the only entry from the Asian region to survive the rigorous two-tier judging rounds.

Sun Life Financial-Philippines’ Amazing-I Campaign targeted Filipino consumers who were spending less each year on insurance and other financial services. Knowing that people were more open to information if it is presented in a fun and engaging way, Sun Life created the campaign which included street teams in logo-emblazoned cars parading in the streets, radio spots, mall appearances with a ‘pirate ship’ display, a website, brochures, games with a compass theme and the FEQ. The campaign was enough to get people talking about insurance and the company.