WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE

TitleWHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE
BrandMANULIFE (INTERNATIONAL)
Product / ServiceMANULIFE RETIREMENT PLANNING
CategoryC01. Integrated Campaign Led by Direct
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company DDB GROUP HONG KONG, HONG KONG
Advertising Agency DDB GROUP HONG KONG, HONG KONG
Media Agency PHD HONG KONG, HONG KONG

Credits

Name Company Position
Jeffry Gamble DDB Group Hong Kong Chief Creative Officer
May Wong DDB Group Hong Kong Creative Director
Asawin Phanichwatana DDB Group Hong Kong Creative Director
Jeffry Gamble DDB Group Hong Kong Copywriter
Emily Law DDB Group Hong Kong Copywriter
Asawin Phanichwatana DDB Group Hong Kong Art Director
Nateepat Jaturonrasmi DDB Group Hong Kong Art Director
Leslie Wong DDB Group Hong Kong Art Director
Vinza Chu DDB Group Hong Kong Art Director
Kiki Wong DDB Group Hong Kong Designer
Denise Wong DDB Group Hong Kong Agency Producer
Alex Li DDB Group Hong Kong Agency Producer
Calvin Chow DDB Group Hong Kong Account Services
Fiona Ho DDB Group Hong Kong Account Services
Jerry Lee Photographer
Jacky Chee Photographer

The Brief

Hong Kongers have an unrealistic vision of retirement. They talk about their dream retirement, but they don’t think about the everyday costs involved. In fact, only 2 in 5 Hong Kongers have actively started planning for retirement, and 1 in 4 either don’t know how much retirement will cost, or seriously underestimate the amount of money they will need. How could Manulife get Hong Kongers to wake up and face reality?

Creative Execution

We strategically selected media channels which correspond and resonate directly to our creative executions and the lifestyle of our target audience to maximize the impact. For example, we featured travel related items in travel agencies and on travel websites, food related items were featured in restaurants, etc. Therefore, people could immediately consider the long term impact of the price they’d just paid.

Describe the creative solution to the brief/objective.

Instead of painting a rosy picture of retirement, we revealed the actual costs. We highlighted the price of everyday items in real life scenarios, and stunned people by revealing how much they could cost over 25 years of retirement. We showed that it won’t be easy to maintain your current lifestyle once you’ve retired.

Results

We got people talking about the real cost of retirement on social media sites. Our website received over 5000 visitors in the first week, and this grew by over 200% in the second week. And over 90% of visitors engaged with our site. Also, we earned a lot of good media coverage in the newspapers and on TV.