CTF Life taps childhood memories to connect with Hongkongers

CTF Life has launched its new brand campaign to reinforce its commitment to standing by Hongkongers at every stage of life, helping them achieve their goals and create value that goes beyond insurance.

Also known as "Your aspiration. Our aspiration." (守護每個《我的志願》), the campaign is developed in collaboration with Omelette Digital for creative strategy and production, Spark Foundry for media planning and buying, and Paradigm Consulting for PR, content-led communications, and thought-leadership initiatives.

The campaign is designed to speak to Hongkongers across different life stages, from young adults starting their careers to parents planning for their families and individuals preparing for retirement and wealth planning. It focuses on consumers who are thinking more holistically about wellbeing, growth, health, and wealth, and who value long‑term planning over purely transactional insurance products.

The campaign is rooted in a simple insight: in today's product- and performance-driven market, brands are increasingly overlooking genuine emotional connections with consumers. In response, CTF Life has developed an integrated marketing and communications strategy built around a single unifying theme, "Your aspiration. Our aspiration.", to bring the brand closer to customers by celebrating their personal aspirations and life journeys.

“The campaign taps into a shared childhood memory for many Hongkongers, as it has long been a familiar essay topic in local schools. What resonates with me is how that simple question – what do you want to be? – continues to evolve as we move through different stages of life, shaped by our experiences, responsibilities and the people around us,” said Ruby Kwan, vice president, head of corporate marketing, CTF Life.

Launching today (9 July) and continuing through September 2026 and beyond, the campaign follows a phased rollout across both launch and sustaining waves. At its heart is a thematic video that tells the touching story of a boy whose aspirations evolve through different stages of life, illustrating how our goals change as we grow.

As he grows up, the narrative broadens as he becomes a father and embraces his daughter’s aspirations as if they were his own. At every step of the journey, CTF Life stands beside him as a life planner, offering support designed for each life stage and helping him weather unexpected challenges along the way.

The TVC launches across key video platforms today, with out-of-home (OOH) placements starting tomorrow (10 July). The TVC will also be featured on outdoor screens at iconic destinations including Kai Tak Sports Park, K11 MUSEA, and the outdoor LED screen at SOGO Causeway Bay, leveraging the CTF Group ecosystem to maximise campaign visibility.

Furthermore, social media spin-off content and offline activations will continue throughout the second half of 2026, while momentum will be sustained through storytelling spin-offs, experiential activations, and programme sponsorships.

To measure the campaign's success, CTF Life has used a balanced scorecard that tracks brand, engagement, and business metrics. These include brand awareness, consideration, and preference from its brand tracker; campaign reach and engagement across channels; and business indicators such as customer enquiries and digital interactions.

Beyond the campaign itself, CTF Life views brand-building as a long-term investment. At the same time, the brand will keep a close eye on both immediate campaign results and longer-term gains in brand equity - ensuring that all marketing efforts deliver real, measurable value to the business.

For more than four decades, CTF Life has supported customers in navigating their life journeys and pursuing their aspirations. As a member of CTF Services, the company continues to strengthen collaboration within the Chow Tai Fook (CTF) Group ecosystem to create value beyond insurance across four pillars: wellbeing, growth, health, and wealth. Together, these pillars offer customers holistic planning options that cover how they live today, protect what matters most, and provide for the next generation.

“By drawing on relatable moments and the strength of the CTF Group ecosystem, and by integrating protection with personalised planning solutions, lifelong protection and diverse lifestyle experiences, we aspire to be a life planner for our customers, supporting their aspirations at every stage of life in ways that are meaningful and enduring, while creating value beyond insurance," said Kwan. 

Related articles:

CTF Life named sole diamond sponsor of Kai Tak Sports Park opening show
CTF Life's CSO on its latest rebrand and enhancing customer experience