China Life's new campaign zeroes in on rapid life changes

China Life (Overseas) has launched a new television advertising campaign as part of a cross-platform strategy under the tagline “Change is constant. So is our promise.” to remind people to take proactive approach to early retirement planning. The campaign was developed in partnership with iNNN Creative Solutions.

The campaign highlights the importance of prioritizing retirement planning. The TV ad delivers a lively montage of scenes that capture the changes happening around people’s everyday life, with the main character aging in a matter of seconds as time flies by, underscoring the urgency of retirement planning with the help of China Life(Overseas)’s comprehensive range of retirement protection solutions and annuity plans.

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‘Change is constant. So is our promise’ is succinct and relatable enough to immediately capture people’s attention. It is a down-to-earth message that will resonate strongly with audiences, China Life(Overseas) stated .

The advertisement was first broadcast on 13 June on TVB Jade. It is also available on other media platforms such as TVB News Channel, myTV Super, Cable TV, Fantastic TV, Cable TV website, now TV, and MTR In-train TV for the East Rail, West Rail and Ma On Shan Rail lines, as well as social media platforms such as Facebook, YouTube and WeChat.

Outdoor advertisements are also rolling out on buses, trams and digital panels at the airport. This cross-platform engagement strategy emphasizes the commitment of China Life (Overseas) to deliver its core message of across Hong Kong and the Greater China area.