Great Eastern, the oldest and most-established life insurance group in Southeast Asia, is embracing the digital future and has signed an agreement to implement Adobe ® Marketing Cloud ™ as the technology platform powering its transformational strategy that redefines standards in customer engagement and service.
Said Chris Wei, Group CEO, Great Eastern Holdings, “The digital space is an area of considerable focus for us at Great Eastern. We want to create high-value, compelling online experiences for our customers as we seek to engage with them more frequently and consistently. Our investment in Adobe’s comprehensive digital marketing solutions, driven by powerful data analytic capabilities, will provide us a key competitive advantage and usher a new era of customer interaction.”
Stephen Hamill, Director of Digital Marketing Southeast Asia, Adobe, said the deal was a significant milestone for Adobe. “Great Eastern is the first customer globally to implement all five digital marketing solutions in one agreement, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social. Great Eastern is a company that’s setting new standards and taking decisive steps to make its business vision an exciting reality.”
After engaging strategic consulting agency Decision Science Agency to implement an extensive planning and review process, the decision was made to select a fully integrated platform with systems that could work together across the company’s entire digital marketing approach. The company deploys mobile apps, online marketing, websites and social media, including Facebook, Twitter and YouTube.
Great Eastern’s Head of Group Digital Marketing, Ms Veronique Meffert, commented, “The implementation of Adobe Experience Manager will help us attract new audiences, deliver relevant and targeted content, and optimize our multi-channel outreach. We aim to deliver personalized online experiences to our customers, based on better insight on their expectations. The objective is that each single individual receives highly relevant information, allowing for an even stronger relationship and more satisfied customers.”
Another highlight of the implementation will be the introduction of Adobe Media Optimizer, the industry’s first fully integrated digital advertising platform that delivers cross-channel ad management, optimization and forecasts across search, display and social media campaigns for peak return on investment.
“We aim to analyze how our online advertising campaigns are performing in real-time, and be able to efficiently adjust and optimize our strategy, so as to ensure we deliver return on investment,” Ms Meffert said.
Great Eastern will also make use of Adobe Social to manage and optimize their latest social engagement campaign on Facebook launching July 15. The Live Great Challenge is a fun campaign aimed at supporting consumers to make small lifestyle changes which will have a great impact on their well-being. “We deeply believe that living great does not require major changes for most of us. Simple awareness and small changes are all it takes, and the Live Great Challenge aims to help people take that crucial first step - with the help of their friends,” explained Ms Meffert.
The solution implementation has begun, and will continue in the months ahead. “Great Eastern combines a legacy of stability and longevity with a visionary approach to embracing digital strategies that bring value to customers as well as give it that valuable edge over its competitors,” said Mr Hamill. “We’re very pleased to work with them on this flagship project: a global first that’s taking place here in Singapore.”
About Great Eastern
Great Eastern is the oldest and most established life insurance group in Singapore and Malaysia.
With $61.0 billion in assets and around 4.0 million policyholders, it has three successful distribution channels – a tied agency force, bancassurance and a financial advisory firm, Great Eastern Financial Advisers. The Company also operates in China, Indonesia, Vietnam, and Brunei. Great Eastern Life Assurance Company Limited has been assigned the financial strength and counterparty credit ratings of 'AA-' by Standard & Poor's since 2010, one of the highest among Asian life insurance companies. It was voted Life Insurer of the Year at the Asia Insurance Industry Awards 2011 by Asia Insurance Review Great Eastern's asset management subsidiary, Lion Global Investors Limited, is one of the largest private sector asset management companies in Southeast Asia.
Great Eastern is a subsidiary of OCBC Bank, the second largest financial services group in Southeast Asia by assets. It is one of the world's most highly-rated banks, with a long-term credit rating of Aa1 from Moody's. It is also ranked by Bloomberg Markets as the world's strongest bank. OCBC Bank's key markets are Singapore, Malaysia, Indonesia, and Greater China. It has a network of over 500 branches and representative offices in 15 countries and territories, including more than 400 branches and offices in Indonesia operated by its subsidiary, Bank OCBC NISP.
About Adobe Marketing Cloud
Now there’s a place that puts everything digital marketers need in one spot. It’s called Adobe Marketing Cloud. It includes a complete set of analytics, social, advertising, targeting and Web experience management solutions and a social-enabled UI that brings together everything marketers need to know about their campaigns. So marketers can get from data to insights to action, faster and smarter than ever. Visit www.marketing.adobe.com to learn more.
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