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Manulife puts adorable child star Mui G front and centre of social campaign

Manulife puts adorable child star Mui G front and centre of social campaign

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Manulife Hong Kong has launched a campaign with dentsu to highlight the benefits of its products for the government's Voluntary Health Insurance Scheme (VHIS), featuring DJ Chu Fun's daughter Mui G and comedian Jan Lamb.

The ongoing campaign leverages the sentiment among Hongkongers where many are now focused on long-term financial investments. Currently, many insurance companies are offering VHIS products, but Manulife Hong Kong believes that customers could hardly tell the differences among them. In response to their needs, Manulife Hong Kong highlighted three scenarios in the campaign, including using idle money to buy a VHIS plan, getting covered by a VHIS plan to receive an operation in a private hospital, and using a VHIS plan to cover medical expenses instead of using group medical insurance plans for corporations.

The campaign is presented in a light-hearted way. Mui G is the host of a radio programme Stressing on a Bright Day, answering incoming phone calls from the public. In the three videos, Jan Lamb has issues about investments and health. He makes a phone call to the programme and his questions are all answered by Mui G.

“We all heard of the usage and benefits of VHIS but often in a broad sense. Therefore, given the right timing and circumstances, we decided to reintroduce this topic to our customers so they can digest the scheme in a more relevant way. Through Manulife Hong Kong, customers can make easier decisions and unlock its greatest benefits,” said Isabella Lau, chief customer officer of Manulife Hong Kong.

The insurance company added that, unlike other discount-focused, explanatory-based promotional materials, its campaign is highly provocative as it rides on Hongkongers’ recent struggles. The campaign is also dramatised by Lamb’s persuasive performance and Mui G’s innocence to attract more attention. Running until the end of March, the campaign includes video ads, programmatic banners, social posts on Manulife Hong Kong's platforms and Manulife Hong Kong's website. The videos can be seen on social platforms of Jan Lamb and Chu Fun too.

“These are snappy and fun stories and we continue with Manulife Hong Kong’s positive marketing approach. We want our audiences to take away simple ideas and not to feel overwhelmed during these already very gloomy times. The campaign is launched across digital platforms, so it should feel like watching a relaxing but inspiring YouTube video,” said Jeffry Gamble, chief creative officer of dentsu international Hong Kong.

Manulife has seen some shuffle on its marketing teams recently. Julie Nestor, Manulife's chief marketing and experience design officer, Asia, steped down from her role earlier this year. Meanwhile, the company also named Dudley White as head of communications for Asia. Based in Hong Kong, White currently oversees internal and external communications across Manulife’s Asia markets.

Last year, the insurer appointed dentsu to handle global media and creative duties in an attempt to amplify and evolve its brand. The announcement marked the first time that Manulife has selected a single global agency that reflects the diversity of its individual markets.


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Manulife hands global media and creative remit to dentsu
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Manulife Asia names Dudley White head of communications

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