Creative Execution

We illustrated new ways of living in 2040 and fused them into contextually relevant media channels, e.g. budget travel adviser Flyagain.la, to shock audiences at their most price-sensitive moments: Nano Flats – with “standing beds”, for the retired who can't afford a normal flat Dream Holiday – “simulated” travel experience at home 4-Level Bunk Bed at the hospitals We then optimized search and programmatic buying strategy to retarget engaged consumers to drive conversions, and extended to social media platforms as we created even more “new products” to strengthen the impact and reach a wider segment of lifestyle seekers!

We generated enormous buzz on media: - Videos views 1.22M+, 3x industry average - >6,900 Facebook Likes and 2,600 Shares - Engaged 10+ social influencers, 2M organic reach - Click-Through-Rate 1.3%, 10x industry average - HKD500,000+ Free PR mentioning We communicated the importance of retirement planning, business results: - Brand score + 26% - 70%+ of engaged audiences agrees the campaign “triggered me to start planning for requirement” - 80%+ of engaged audience aware of our major product offerings - 21% existing customer expanded their insurance portfolio to include retirement solutions - New customer acquisition +8% YOY

Objectives: To reinforce our brand image as the Retirement Solutions Expert and grow our business in the retirement insurance market. Target Audience: Upper middle class in HK. The cost of living in HK is the second highest in the world. Under the skyrocketing inflation, our target audience would suffer most severely as they would need even higher cost to sustain their current standard of living. So how could we convince them to take a substantial amount of income to reserve for retirement? Our approached was to make them realize the importance of early retirement planning and be their top-of-mind advisor in this field. Our idea: “Price of living 2040” is the wake-up call for HK people to start planning for the future, by engaging them in their highly price-sensitive moments.