Allianz Global Investors (AllianzGI) has launched an online campaign to encourage Hong Kong’s professionals to secure their retirement plan.
The campaign is based on the insights from AllianzGI’s annual retirement survey, which found four key entrepreneurial attributes ensured people had a higher confidence and success around planning their ideal retirement, including: early planning, disciplined with savings, risk taking, and eagerness to learn.
Eddy Kwong, vice president marketing, Asia Pacific, AllianzGI, said: “Using insights from young working professionals and entrepreneurs, our goal is to share with them the importance of retirement planning and reinforce anyone can achieve their ideal retirement life with the help of early preparation and appropriate investments. And we want to ensure our marketing strategy is aligned with our goal.”
With the aims to engage potential clients and increase brand awareness, AllianzGI adopted a customer-centric and digital-led marketing strategy. Targeting “early mature white-collar workers”, the online campaign comprises four online videos which featured well-known celebrities such as Konnie Lui (呂慧儀), Halina Tam (譚小環) and Stanley Cheung (張景淳).
Lui and Cheung shared their personal stories to highlight the importance of planning for their retirement early. While entrepreneur Tam shared how she started her Hong Kong street food business and highlighted the importance of good financial planning to succeed in business.
Ego Lau, general manager, Carat Hong Kong, said the company aims to make these stories more relevant and engaging. “Apart from building the awareness via mass video platforms such as YouTube and MyTV Super, tactic content pieces, and refreshing formats are often more effective in triggering needs and encourage immediate actions, ultimately driving interests to AllianzGI retirement Solutions.”
The campaign also includes two short-form videos featuring psychology quizzes, and digital creative and a series of social media placements.
Client: Allianz Global Investors
Creative Agency: DDB Group Hong Kong
Media Agency: Carat Media Services Hong Kong Limited