BCT redefines what retirement life should look like

Bank Consortium Trust Company (BCT) has partnered with advertising agency Secret Tour Hong Kong and media agency IDM to launch a branding campaign in Hong Kong, aiming to redefine the societal perception of retirement.

With the tagline "Carefree retirement: Where life begins!" (生活無憂 先係退休), the campaign is running until November. Contrary to the traditional narrative that views retirement as a period for rest and relaxation, BCT's campaign shows the dynamic and vibrant lifestyle enjoyed by today's retirees. The campaign aims to present a message that retirement does not signify an end, but rather heralds the onset of an exhilarating new chapter of life, abundant with freedom and ripe with opportunities.

The centerpiece of the campaign is a video that celebrates the active and passionate lives of retirees. What sets it apart is its graduation theme, where the elderly are portrayed as graduates. This imaginative approach uses graduation as a metaphor for the culmination of one's working life, marking the commencement of a "second life" in retirement. The video is launched on TV channels, OTT, online and social.

With this campaign, BCT seeks to encourage HongKongers to embrace this invigorating phase of their lives with optimism and a thirst for fresh experiences. It serves to reinforce the powerful notion that retirement is not a step back, but a leap forward into a rebirth, opening the door to a world teeming with endless possibilities and adventures.

"Today's retirees are busier than before they retired - because they are still energetic and have many things they want to do. In this journey, we hope they find solace and support in BCT, their trusted companion. BCT enables them to embrace a carefree post-retirement lifestyle, granting them the freedom to pursue their desires and aspirations," said Jimsun Lui, first vice president, marketing and corporate communications, BCT Group. 

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Back in May, BCT launched a Mother's Day social media campaign on Facebook and Instagram to inspire people to better manage their pensions and funds by reminding them of their mothers' love and care.

To develop the campaign, BCT conducted a small survey among their marketing department and agency to identify the most popular "lies"  told by mothers. These lies included "I have enough money; don't worry," "I'm not hungry, have some more," "The doctor assured me it's just a minor issue, there's no need to worry," "Just came across your neighbourhood , I brought up a bowl of soup for you," and  "I actually prefer the fish head, you enjoy the tender body".

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