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.”