How Sun Life HK ignites interest in retirement planning with Siheyuan campaign

Sun Life Hong Kong has incorporated the concept of Siheyuan (四合院), the traditional four-walled Chinese courtyard house, into its latest campaign, presenting its new "four-in-one retirement solution”.

The four pillars of the solution include the “RetireFree” immediate annuity insurance plan, the policy reverse mortgage programme and the reverse mortgage programme, and a Sun Life MPF fund providing stable income, all designed to help clients tackle financial challenges such as longevity and rising medical expenses for a worry-free retirement.

The four pillars align with Siheyuan's values of fostering a harmonious and secure living environment, said Adley Low (pictured), chief client and marketing officer, Sun Life Hong Kong, during an interview with MARKETING-INTERACTIVE.

In fact, Siheyuan is a traditional Chinese architectural style with around 3,000 years of history, featuring a courtyard as a central gathering space surrounded by buildings that often accommodate multiple generations. It also allowed for additional structures for larger families and is recognised as a historical landmark in China.

Siheyuan features a very well-thought-out design, which is why Sun Life Hong Kong draws inspiration from it, as the company has a rich history since its establishment in Canada in 1865 and has over 133 years of history in Hong Kong, accumulating a wealth of traditional wisdom, according to Low.

Curiosity-fuelled campaign featuring Raymond Lam

Running throughout the third quarter of 2025, the campaign features a 45-second video with local artist Raymond Lam, who shares his personal insights on the importance of financial planning for a secure future and how Sun Life’s new retirement solution reflects the architectural philosophy of Siheyuan, providing stability for families. The video also includes a 3D-printed Siheyuan.

Apart from being a recent popular celebrity featured in various advertisements, Lam is chosen to front the campaign due to his architecture background and now in his mid-forties with his family, his persona aligns with the campaign's target audience, according to Low.

“We found that more people are planning for retirement early, not just for themselves but also for their families. This aligns perfectly with the theme of the advertisement. The current mindset is no longer solely about leaving money for the kids, but rather about how not to become a burden to them,” he added. 

Meanwhile, Siheyuan is commonly perceived by Hongkongers as a grand residence that symbolises wealth and a stable life, offering a sense of stability and balance typically associated with more affluent areas, according to Low. He added: 

I believe that the average consumer understands the significance of Siheyuan and can easily relate to it. Therefore, we hope to spark curiosity about how the concept of Siheyuan connects with our vision.

To further spark curiosity, the campaign has launched Instagram reels connecting Lam with retirement planning, architecture, and Siheyuan. The first video features Lam off-script, using drawings to envision his appearance in 20 years and his retirement life, humorously noting he expects to be bald with a mustache.

“Our goal is to spark curiosity that encourages customers to explore these connections. This exploration can make the experience more engaging and deepen their memories of it,” said Low. 

In addition to digital platforms, the campaign has taken an integrated approach, featuring out-of-home (OOH) ads on the mega screen outside Causeway Bay SOGO, on bus bodies, at MTR Hong Kong station, and in TV commercials.

Enhancing seamless digital marketing with AI

Emphasising an integrated approach for marketing campaigns, Low said that today, the first step in any purchase is usually an online search to understand the product, which includes checking the official website, user reviews, forums, recommendations, and comparison articles.

Ads that appear both outdoors and online can resonate more with people, and using geo-targeting and mobile targeting in out-of-home advertising to reach those passing by specific locations can create a more cohesive experience, according to Low. He added.

Our initial approach to reaching the audience is often through advertising, but the synergy between various media is essential.

To plant the idea of its retirement solution within the audience, Sun Life introduced the concept to its existing clients before the campaign was officially launched, understanding that insurance, particularly life insurance, is a long-term business. Customers typically do not purchase proactively but rely on frontline insurance agents for guidance.

Therefore, Sun Life has been creating a range of digital tools for its agents. One unique tool is the "AI buddies”, which functions as an internal resource that predicts the questions clients may ask and offers product-related information to help agents prepare for client meetings and increase their productivity, according to Low. This initiative also represents the insurer’s customer relationship management strategy to engage with its existing clients.

“Before the campaign officially launches, we subtly reminded our clients about the importance of retirement, just like planting seeds. Then, when our agents start reaching out, the clients will recognise the key points. I believe many aspects may not be visible to the mass market, but they will resonate with the individuals we engage with,” he said.

This reflects Low's belief that brands should prioritise a seamless transition. “Nowdays, people don’t accept responses such as ‘this isn’t the right department’ or ‘I’ll get back to you in 10 days’. Regular customers typically begin their journey online, and there’s an expectation for a quick turnaround time,” he said.

Sun Life’s strategy of integrating data analytics into marketing is one of the reasons Low joined the company, a role he has held since May this year. “Currently, many of our marketing strategies are data-driven. With a large number of clients spanning different age groups, we analyse past data to identify specific customer segments that are interested in certain products or services, allowing us to prepare relevant content in advance,” he said.

This also includes selecting the media channels and determining the timing for broadcasting ad messages, he added. “Therefore, data plays a crucial role in our decision-making process. We continuously monitor the outcomes during the campaign launch to support retargeting efforts.”

Transforming marketing strategies for effective budget utilisation

With traditional marketing centred around a 4P strategy comprising product, price, place, and promotion, Low said the thinking is starting to differ a bit, as a one-size-fits-all strategy no longer works well.

“For example, if you're launching TV ads, many people in Hong Kong might see them, but exposure time has decreased. In the past, advertisers could reach a large audience quickly, but now people watch shows whenever they want,” he said. 

Conversely, it is essential to develop solutions that adapt to consumer needs while ensuring accessibility and value, as information is often cluttered and consumers can proactively reach out to brands for more details, according to Low. He added:

Does the cheapest option always attract customers? I don't think so. Whether customers decide to buy depends on whether they see the value in the product or solution.

Making sure the marketing budget is well spent, the most important thing is to use it effectively. Within a limited budget, or even a larger one, it's essential to maximise the value generated, said Low. “As a marketer, I believe everyone should set their own KPIs to measure success effectively.”

Brands can form more partnerships, even across different industries, he said. “While resources may be limited for all, discovering ways to share those resources can be advantageous and foster greater synergy.”

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