Manulife campaign targets “dual-income-no-kids” couples market

Some say you should not put all eggs in one basket, but Manulife Hong Kong surely wouldn't agree entirely with this sentiment. For the first time, the insurance company is focusing its latest campaign on solely one specific consumer segment: Hong Kong's "dual-income-no-kids" couples.

The campaign consists of nine short situation-based "web-isodes", and was launched on digital platforms, social media, and TV. The series, filmed by director Adam Wong Sau-ping and starring local actors Gregory Wong Chung-yiu and Bondy Chiu Hok-yee, follows the daily life of a typical "dual-income- no-kids” couple in Hong Kong as they face situations that trigger them to think about how their future together might turn out.

From programmatic content to online outreach, as well as its interactive social media engagement and advertising, the campaign tailors every step to make sure it reaches the market segment, Manulife Hong Kong's chief customer officer Isabella Lau tells Marketing.

"We are presenting retirement topics in a way that will resonate with our target audience. The whole campaign, with its programmatic content and online outreach is tailored to them," Lau explained.

Quoting findings from the Manulife Investor Sentiment Index, Lau added that 50% of two-member households expect their savings would last only 15 years into retirement. "That showed the urgency of early retirement planning among this "dual-income-no-kids" segment," she said.

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"Retirement planning is complex and takes serious thought and timely action. Our new campaign uses video and social media as a high-impact way to get people talking and to direct them to our RetireSimple campaign site to learn more about retirement planning, product solutions and make an appointment to meet with our advisors."

Lau said it made sense to use engaging digital platforms and interactive social media to reach the market segments, as they are "busy, tech-savvy people".