Manulife points out new realities of retirement

Financial service group Manulife has rolled out an integrated campaign which suggests that life after work is not a simple transition.

Created by DDB Hong Kong, the campaign includes a minisite that calculates how much everyday items will cost in retirement.

For instance, it will cost HK$301,125 to order a latte everyday, or HK$210,000 to pay an electricity bill each month.

All this is to encourage consumers to plan earlier for a worry-free retirement life and raise awareness on the importance of retirement planning.

The campaign builds on the company's first umbrella brand campaign "For Your Future", which launched in 2011 to sculpt an overview of its key product pillars including investment, insurance and retirement planning.

Isabella Lau, vice president and chief customer officer at Manulife Hong Kong, said the the campaign speaks directly to individual consumers, giving them an insight into what life after work might have in store for them.

"With our wealth of experience in retirement solutions, Manulife is poised to help Hongkongers understand how best to deal with the later stages of their lives," Lau said.

She added the highlight on the product pillar of retirement was backed by the fact that Hong Kong people start to worry about their retired life much earlier than ever in face of aging population in the city.

"We believe that retirement will be one of a hot topic in the coming years, so we position ourselves as retirement expert to cater to the needs," she added.

The campaign will run across print in major dailies, OOH, social media and online ads on sites including Yahoo, OpenRice and selected travel websites.