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Sun Life Hong Kong features Kenneth Ma in TVC about retirement planning

Sun Life Hong Kong features Kenneth Ma in TVC about retirement planning

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Sun Life Hong Kong has launched an integrated campaign, including a TVC, to address Millennials’ need for retirement planning. 

The TVC – “Present or future? Have it both ways” – features Hong Kong actor Kenneth Ma who faces a dilemma about enjoying his life and saving money for retirement, as these choices are common problems that Hongkongers are facing. 

As Ma is a popular figure among Millennials in Hong Kong, Sun Life Hong Kong commissioned him to help raise the awareness of retirement planning among Millennials. 

The company said although Millennials in Hong Kong had acknowledged the importance of saving for retirement, they had been too busy to plan for tomorrow, and had to satisfy other needs such as buying a house or travelling around the world.

Apart from the TVC, the campaign also includes an OOH ad on taxis, MTR, and bus shelters, as well as digital advertising. To encourage participation, a number of interactive games will be launched to further bolster Millennials’ concepts of retirement.

sunlife taxi with top l


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