AXA Hong Kong has launched a comprehensive campaign to remind HongKongers the importance of planning for a quality retirement, upon the launch of its JoyAhead insurance plan.
Done in collaboration with creative agency Publicis, the campaign kicked off with a short film featuring Hong Kong artist Moses Chan taking viewers on a journey through four different eras to solve the long-standing problem of retirement.
Inspired by Chan’s popular meme "What happens when we don't have a retirement plan?", the hyper-local film, which was launched from early July, transforms pain points into solutions that encourage people to see what “retirement meme (means) to you”, continuing the conversation of how to live and earn well into old age.
Another key activation of the campaign was a three-week tangerine-themed offline event which featured a mobile truck that gave away tangerines while touring around Hong Kong. The event came with the tagline “Giving out tangerines” (有一種「柑」叫年金), meaning “offering annuity income” in Cantonese colloquial slang.
The event ran from mid July to early August, during which local artist Moses Chan was invited as a one-day ambassador to surprise passers-by by handing out tangerines while raising awareness of the importance of planning for a quality retirement.
The offline promotion came in line with the vision of the launch of the JoyAhead Immediate Annuity Plan, which aims at allowing HongKongers to convert their retirement savings into a steady monthly income.
To engage a wider audience, the campaign is amplified with contextual reminders all around the city, including out-of-home ads on taxi bodies, bus stop shelters and MTR stations.
Commenting on the campaign, Andrea Wong, chief marketing and customer officer, AXA Hong Kong, said, “Recognising that most individuals tend to overlook retirement until it’s too late, we have crafted a compelling integrated campaign that strategically placed warm reminders in their daily lives. We carefully crafted and executed our messages to ensure we reach the relevant target audience at the right moments.”
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