Title | WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE |
Brand | MANULIFE (INTERNATIONAL) |
Product / Service | MANULIFE RETIREMENT PLANNING |
Category | C01. Integrated Campaign Led by Direct |
Entrant | DDB 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 |
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 |
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?
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.
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.
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.