Manulife Hong Kong launches ad campaign to point out new realities of retirement.
Manulife Hong Kong has launched a multi-channel, consumer-oriented campaign today to encourage Hongkongers to re-think how prepared they are for retirement. Entitled “RetireSimple”, the campaign is developed around the concept “A life that’s simple now won’t be simple when you retire”. It aims to help consumers recognize the realities of retirement – and the need to plan earlier for a worry-free life after work.
“With a lifespan among the longest in the world, Hong Kong people have more retirement years to look forward to than their predecessors,” said Michael Huddart, Manulife’s Executive Vice President and General Manager, Greater China. “Retirement planning is crucial to maintain the standard of living they enjoyed pre-retirement and to maximize the chance that they will not run out of money if they live for 25 or 35 or even 45 years in retirement. We have a proven record as a leader and expert in retirement solutions with our huge MPF (Mandatory Provident Fund) success. Manulife will help our customers understand the realities of retirement and help them achieve their goals through utilizing our wide range of personalized financial solutions covering pensions, protection, wealth accumulation and retirement income so that they can achieve financial independence.”
In collaboration with advertising agency DDB Hong Kong, the campaign creative illustrates the fact that maintaining your current lifestyle when you retire is not as easy as you might think and that you should be prepared to face a more demanding future. The campaign includes print advertising, out-of-home (OOH) displays, digital advertising and online social-media – to trigger conversation among the general public on the importance of retirement planning.
Isabella Lau, Vice President and Chief Customer Officer for Manulife Hong Kong, said: “The campaign speaks directly to individual consumers, giving them an insight into what life after work might have in store for them. And with our wealth of experiences in retirement solutions, Manulife is poised to help Hongkongers understand how best to deal with the later stages of their lives. ‘Plan for your retirement now. Talk to the experts’ is our key message to them.”
Client: Manulife Hong Kong
Creative Agency: DDB Group Hong Kong
ECD: Jeffry Gamble
Creative Director: May Wong
Art Director: Leslie Wong, Vinza Chu
Copy Writer: Emily Law
Account Servicing: Calvin Chow, Fiona Ho
Planning: Kam Fatt Chen
Media Agency: PHD
Exposure: Print, Online, OOH