Sun Life Indonesia pairs six-city billboard campaign with digital push

Sun Life Indonesia has launched a six-city out-of-home (OOH) campaign and rolled out a series of digital films as part of a broader brand push accompanying the introduction of Sunlife Syariah in Indonesia and the unveiling of the insurer’s refreshed global identity across Asia.

Running from October 2026 to April 2027, the OOH campaign spans Jakarta, Bandung, Medan, Bali, Surabaya and Yogyakarta. Billboards have been placed in high-traffic locations selected for their audience reach and relevance, with the aim of building brand familiarity through repeated exposure, the company told MARKETING-INTERACTIVE.

Developed internally by Sun Life Indonesia’s marketing team, the creative features multiple faces across genders and age groups, reflecting the different people and life stages the insurer serves. Its vibrant and dynamic visuals are designed to capture attention within the short viewing window typical of outdoor advertising.

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The campaign also carries the message of financial protection as an expression of care and responsibility towards loved ones, connecting the brand’s role with the aspirations and needs of Indonesian families.

Sun Life Indonesia has also introduced its “Amanah” series following the launch of Sun Life Financial Syariah Indonesia (Sunlife Syariah), which began operating as a standalone entity on 1 October 2026. The series explores the meaning of trust and responsibility through relatable everyday situations, reinforcing the values underpinning the insurer's Sharia-compliant protection business.

Across different settings, amanah is portrayed as doing the right thing even when no one is watching, taking wholehearted care of what has been entrusted to you, and keeping promises, no matter how small.

Maika Randini, chief client and marketing officer at Sun Life Indonesia, described the campaign as a story of hope, responsibility and trust, reflecting the dreams, hard work and love for family behind people's decisions to protect their future.

She also emphasised that the concept of amanah extends beyond the promise made when selling insurance, encompassing the entire client journey, from initial conversations and policy servicing to claims. 

The launch of Sunlife Syariah followed approval from the Financial Services Authority for the transfer of the Sharia business portfolio from Sun Life Indonesia. The standalone entity is dedicated to providing Sharia-compliant financial protection aligned with the faith and values of Muslim Indonesians.

It also coincides with Sun Life's refreshed global brand identity, unifying its name as Sunlife under a new logo and the tagline “Making life brighter”. The first major visual update in more than 25 years reflects the insurer's evolution beyond traditional life insurance into an integrated business spanning insurance, health, wealth and asset management, with Asia playing an increasingly important role in its growth.

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