Shin Kong Life Insurance Co., Ltd.
SKL sought to reopen conversations with existing policyholders who had less frequent contact with agents. VOCAL MIDDLE Communications designed manicure experiences and Mother’s Day flower gifts, coordinating eight salons across six counties and cities and three floral delivery providers. Execution observations indicated more efficient registration for flowers and mostly positive feedback from manicure participants, informing recommendations for invitations and participation.
SKL wanted to reconnect with existing policyholders whose contact with agents had become less frequent, primarily women aged 40 to 60. The project used everyday interests and Mother’s Day gifting to create a customer-care reason for agents to reach out. It aimed to reduce the pressure associated with opening conversations about renewal or products. By observing registration, participation and invitation experiences across manicure and flower-gift options, the project also sought a practical basis for refining resources and processes and developing a repeatable approach to policyholder relationships.
The project needed to address both policyholders’ willingness to participate and agents’ ability to invite them. A policyholder with limited recent contact might anticipate a sales approach, while an agent needed a natural and specific reason to reopen conversation. Lifestyle experiences and seasonal flowers provided relevant starting points for the target audience of women aged 40 to 60. Execution also depended on local preferences, time required to visit a salon, registration arrangements and delivery schedules. The project therefore allowed local business units to choose an option and considered participation requirements alongside the invitation process, creating a basis for refining customer relationship activities.
Choose relevant lifestyle options to support low-pressure invitations
VOCAL MIDDLE designed manicure experiences and Mother’s Day flower gifts, allowing local business units to select an option based on policyholder profiles and preferences. Instead of applying one format everywhere, the two choices offered different reasons to make contact: an in-person lifestyle experience or seasonal customer care. The approach was designed to keep the initial conversation focused on policyholders’ everyday interests and create opportunities to resume interaction.
Coordinate regional partners so agents could focus on relationships
VOCAL MIDDLE coordinated eight manicure salons across Yunlin, Chiayi, Tainan, Kaohsiung, Pingtung and Taitung, together with three floral delivery providers serving northern, central and southern Taiwan. The team also designed dedicated cards and envelopes. It adjusted registration, supply and delivery arrangements in response to changes in the flower-gift process and holiday logistics. Central coordination reduced the preparation required of agents, allowing them to focus on invitations and customer interaction.
Compare participation mechanisms and identify invitation barriers
Drawing on the southern-region pilot, the team reviewed differences between the two options and the challenges agents encountered when extending invitations. VOCAL MIDDLE recommended subsequent satisfaction research, review of participation motivations and outcome tracking. These would help distinguish the appeal of an activity from the effectiveness of its contact process. The recommendations gave head office a basis for refining themes, resources and invitation methods before considering nationwide replication.
During May–June 2026, the project planned the manicure and Mother’s Day flower-gift options and coordinated eight salons across six counties and cities, three floral delivery providers, and dedicated cards and envelopes. The original execution observations reported more efficient registration for flowers than for the salon-based manicure option, while participants who completed the manicure experience mostly gave positive feedback. The formats highlighted different considerations around convenience and experiential interaction. The project also identified agents’ ability to extend a natural invitation as an important process issue. Recommendations covering participation motivations, invitation barriers and alternative participation mechanisms gave SKL a basis for refining policyholder relationship activities and assessing wider implementation.
1.Why did SKL use lifestyle experiences and flowers to contact existing policyholders?
The project focused on existing policyholders with less frequent agent contact, primarily women aged 40 to 60. Manicure experiences and Mother’s Day flowers offered a customer-care reason to reach out, helping agents begin with a relevant everyday topic and create opportunities to resume interaction.
2.What strategies and services did VOCAL MIDDLE provide?
VOCAL MIDDLE designed the two options, coordinated eight salons across six counties and cities and three floral delivery providers, and designed dedicated cards and envelopes. It handled adjustments to registration, supply and delivery and consolidated observations into recommendations for invitations, research and participation mechanisms.
3.What choices shaped the activity design?
Local business units selected manicures or flowers according to policyholder preferences, preserving regional flexibility. The two formats also allowed the team to examine an in-person experience alongside a gift-registration option with fewer participation requirements, informing decisions about convenience, interaction and resources.
4.What execution outputs and observations were recorded?
The May–June 2026 project coordinated eight salons in six counties and cities, three floral delivery providers, and cards and envelopes. The original brief described more efficient flower registration and mostly positive feedback from manicure participants as execution observations. These informed recommendations for invitation and participation processes.
5.How does this case relate to AI PR?
The project addressed how policyholders experienced the brand through everyday customer care and invitations. Its focus on relationship quality and trust connects with AI PR’s concern with how an organisation is understood and trusted. The processes and experience can provide concrete material explaining the brand’s customer-care approach. The actual engagement centred on offline relationship activities and resource coordination.
