The Hong Kong Mortgage Corporation creates its own boyband 'THE SENIORS'

The Hong Kong Mortgage Corporation has launched a new campaign to rebrand the “HKMC retirement solutions” as “HKMC Retire 3 退休3寶” in July. Given the viral effect of MIRROR, The HKMC is not aiming to hire any of them to be the brand endorser, but being inspired to form their own mature boy band THE SENIORS to arouse brand awareness.
 
According to the brand, five golden age individuals from 50+ to 70+ who are energetic and adventurous have been invited to form THE SENIORS. They will be tasked to bring out the attractiveness of the rejuvenated brand “HKMC Retire 3” by performing the tailor-made rap song and dance steps which will be choreographed by MIRROR's dancing teacher Rock Sir, in various Hong Kong signature locations, to encourage others to explore and enjoy their second life after years of hard work with the immediate, stable and lifelong streams of income.

The online campaign has already generated 3.2M views, 3800+ likes, 190+ comments, and 290+ shares on the social world. The second phase encompasses a TVC, OOH ads,radio and digital support and will run from now until December 2021. The campaign was created by GAIA Creative.

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