| Title | WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE |
| Brand | MANULIFE (INTERNATIONAL) |
| Product / Service | MANULIFE RETIREMENT PLANNING |
| Category | A04. Use of Ambient Media: Small Scale |
| 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 |
| Jesse Wong | 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 |
People started discussing their retirement on social networking sites, and we earned a lot of good media coverage in the newspapers and on TV. According to the brand tracking survey, we now have the highest awareness and are the most considered brand in the retirement and wealth product sector in Hong Kong.
Instead of painting a rosy picture. 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, food related items were featured in restaurants, etc. Therefore, people could immediately consider the long term impact of the price they’d just paid.
Hong Kongers have an unrealistic vision of retirement. They talk about their dream retirement, but they don’t think about the everyday costs involved. We wanted to get Hong Kongers to wake up and face reality about their retirement planning. Our target audience includes upper-middle class males & females in their 40s, married with or without kids, and with a household income of 40-60k who are financially ready for retirement planning.