The Brief

Our campaign Price of Living 2040 has generated huge consumer response. With a strong call-to-action, audience was directed back to the content hub of our campaign, RetireSimple.HK, where they could explore our retirement solutions or making an appointment online with our financial advisors. We employed a highly targeted online communication strategy; using native advertising, we stroke our upper-middle class audience at their most price-sensitive moments. We also optimized our paid search programmatic buying strategies for search and banner ads to build reach and frequency, and at the same time retarget users who have not yet converted. Most importantly, we have successfully built a Retirement Solutions Expert image among consumers, thereby triggering desired actions for business conversion.

Creative Execution

Our campaign ran for two months in HK, with a focus on online channels. By creating of the following “new products”, we illustrated the price level in 2040 and fused them into contextually relevant online channels, e.g. Yahoo Deals and budget travel advisor Flyagain.la to shock audiences at their most price-sensitive moments: Nano Flats – with “standing beds”, for the retired who could not afford a normal sized flat Dream Holiday – “simulated” travel experience at home 4-Level Bunk Bed at the hospitals Besides native advertising, our search and programmatic buying strategies were also optimized to secure visibility and retarget engaged consumers to drive conversions on RetireSimple.HK, where audience could browse the retirement plans and finally make an appointment for detailed discussions. We then extended our idea to social media platforms as we created even more “new products” to strengthen the impact and reach a wider segment of lifestyle seekers!

Describe the creative solution to the brief/objective.

Target Audience: Upper middle class in HK. New and existing customers who have not included recruitment solutions in their insurance portfolio. While most competitors promote their retirement solutions with unaffordable rosy dreams, we rang the bell with the future basic cost of living, which many overlooked. By putting price tags on “future’s life” and infusing them into everyday context, we hijacked consumers’ routine to make them realize the impact of time on their future living costs. It was an immersive experience that provoked and engaged our target audience when they were off-guard.

Results

Please refer to confidential information.