Sun Life HK to launch first NFT project to celebrate 130th anniversary

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Sun Life Hong Kong is planning to launch its first NFT project to celebrate its 130th anniversary and further engage in digital technology. This follows the launch of its new branding campaign "Change into a happier you".

The campaign also aims to leverage the unique characteristics of the blockchain, where consumers can immerse in the experience of Web3. This not only marks Sun Life HK's first step in entering the metaverse, but also demonstrates the company’s capability and determination in digital innovation.

The NFT collection will be themed around the company’s 130th anniversary and Hong Kong, done in collaboration with local illustrator Yobe. The design of the digital artworks will feature various aspects of life showcasing local culture and traditions, according to Chris Fung, chief client and marketing officer of Sun Life Hong Kong.

The teaser video of the campaign reveals the number of themes featured in the NFTs including Hong Kong local food collection, “Cha Chan Teng” collection, dim sum collection, limited edition for celebrating 130th anniversary and more.

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“This series of digital collectibles marks our first step in entering the metaverse. In addition, we plan to include a number of different elements in the NFTs so as to create a more exciting experience for our clients. We will also continue to integrate more online and offline interactions striving to take our innovation advancement to the next level,” Fung added.

The campaign will run until 30 September 2022, if consumers successfully apply for any insurance plan and such policy is issued by the deadline, they will become one of the qualified participants. The top 130 qualifying participants who pay the highest amount of Annualized First Year Premium will each receive one unique Sun Life Hong Kong NFT for free. The NFT will be delivered by 28 February 2023.

A comprehensive spectrum of social marketing channels are being used including YouTube, Facebook, Instagram and LinkedIn. Sun Life Hong Kong also hopes to leverage Yobe’s influence in engaging his followers on Instagram and Facebook. There will also be a new TV commercial launch in August to promote this initiative.

Clement Lam, chief executive officer of Sun Life Hong Kong, added that digital innovation creates new possibilities and changes consumers' lives in often unexpected ways, and the company always strive to stay ahead by enhancing the experience journey of its clients and advisors using digital technology.

"The year 2022 marks the 130th anniversary of Sun Life Hong Kong. We are thrilled to celebrate our special moment and share our joy with our stakeholders through the creation of this NFT collection," he added.

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