MetLife lights up Hongkongers’ dreams via new ad

MetLife Hong Kong has launched a new “Light Up Your Dreams with MetLife Hong Kong” brand campaign, which aims to inject Hong Kong people with positivity and confidence to achieve their dreams.

Developed by BBDO/Proximity, the ad spotlights a traditional Chinese lantern, which symbolises the unique pursuits and dreams that people have.

The objective of the campaign is to inject Hong Kong people with positivity and confidence to achieve their dreams, while establishing a deeper emotional connection between MetLife and consumers based on positivity.

The campaign is the extension of two of its previous ad concepts from “My dad’s story” and the “MetLife Hong Kong’s dream for my child” campaigns, both of which recognised the sacrifices parents make for their children’s future.

Sunshine Farzan, vice-president and head of marketing and communications for MetLife Hong Kong, said in the past the insurance industry in Hong Kong had been relying heavily on traditional advertising channels and focusing on sombre tones and visuals related to risk and worry.

“To effectively engage Hong Kong consumers and stand out from the crowd, this campaign utilises digital platforms and emphasises positive themes by encouraging people to light up their dreams and be confident that with MetLife’s support they can realise their dreams for the future,” Farzan told Marketing.

“Everyone has unique pursuits and dreams. Sometimes, we are just one step away and need a little lift to make them happen. The brand campaign reflects our ongoing pledge and commitment to placing customers first and keeping them at the very centre of everything we do.”

Participants can upload their dream to the campaign’s microsite and share the post on Facebook to have a chance to win a grand prize of a MetLife Hong Kong’s savings plan worth up to RMB 50,000, other prizes and services to help make their dreams a reality.

Light Up Your Dreams with MetLife Hong Kong Microsite