Manulife steps into the year 2040 for latest branding campaign

Manulife is giving Hong Kong people a glimpse into what life in 2040 will be like should they not adequately prepare themselves for retirement.

The campaign, the third in a series to highlight the importance of retirement, launches today with a major outdoor execution supported by TV, digital, print and social media. DDB Group Hong Kong is the creative agency behind the campaign.

As retirement planning becomes an issue for a younger generation of Hong Kong consumers, Manulife is using a diverse mix of its own platforms and advertising channels to reach out.

Two 30-second TVCs use a timeline notion to illustrate how escalating grocery costs and hospital waiting times will affect retirement. An immersive journey allows consumers to experience the tough cost of future living and understand that Manulife’s suite of retirement solutions can help Hongkongers plan for the future and maintain their current standard of living.

A huge outdoor advertising showcase will take over Causeway Bay and Hong Kong MTR stations, while print advertising mirrors the TVCs.

In addition to this activity, Manulife has created a special microsite which will host a series of articles by journalists Alex Price and Angela Pasceri to discuss health, wealth management and retirement planning. Visitors to the site can also delve into video, infographics and discover the cost of retirement over 25 years.

The videos which went live on YouTube two weeks ago have already racked up more than 670,000 views.

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Isabella Lau, vice president and chief customer officer for Manulife Hong Kong, said the role of content was to trigger deeper conversations among the general public about the importance of retirement planning.

"We don't believe in hard selling," she said. "We feel there is a need for people to discover the issues themselves. Social media will play a big part of that discovery."

Lau added that since the campaign first launched in 2013, brand tracking studies have shown that Manulife is now the number one brand for retirement planning consideration.

"This campaign has performed very well for us. What people really want in retirement is to keep the same standard of living."

She added that while people in general are planning for retirement much earlier, one third of Generation Y were already planning for their retirement.

“This new wave of campaign speaks directly to individual consumers, giving them a rare glimpse into what life in the future might have in store for them. The campaign brings to the front that Manulife is the pre-eminent retirement expert and we are well positioned to help customers build, protect and enjoy their wealth.”

Adrian Li, business director at DDB Group Hong Kong, said the insight for the campaign is that Hongkongers often overlook the impact of time and inflation on their retirement plan.

"We hope to take people on a realization journey and show how Manulife can help Hongkongers achieve their retirement life expectation.”