Myanmar · Brand & Creative Communications
Manulife Sepak Takraw Championship Cup
Manulife Myanmar sponsored the Sepak Takraw Championship Cup 2025 at the National Indoor Stadium and needed 3,000 people at the final. Ruder Finn Era built a social driven campaign around the nationally loved sport, tying it to health, wellness and cultural pride. The campaign generated 25.1 million impressions and more than 6,300 footfalls, the largest gathering in Myanmar's insurance industry.
The challenge
The Sepak Takraw Championship Cup was Manulife's first major sports sponsorship in Myanmar, running at the National Indoor Stadium from 16 to 20 September 2025. Sponsorship logos on a banner do little on their own. The brand needed the tournament to reinforce its longevity and wellness positioning, to generate excitement across the country, and to put 3,000 people in the stadium for the final day, a hard target for an insurer with no track record in live events.
Our solution
Ruder Finn Era designed a social driven campaign around Sepak Takraw itself, a sport loved nationwide, to draw audiences to the matches and create an immersive experience around them. Content highlighted health, wellness and cultural pride, the three things the sport and the brand had in common, and kept engagement high throughout the tournament rather than only at launch.
The team managed the campaign, communications plan and visual development, turning the sponsorship into a public event that people wanted to attend and share.
The results
The tournament drew more than 6,300 attendees, twice the target, and generated 25.1 million impressions, making it the largest gathering the insurance industry in Myanmar had seen.
- Client
- Manulife
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Digital Experience
- Engagement
- Project
