Background

Manulife Hong Kong, the 125-age old Canadian-headquartered insurance company, is one for the top 3 insurance companies in the market, and their standing in retirement management has been in the top spot (Ref: Info Deck p.2). After witnessing the city going through months of political and social unrest and then hit by the pandemic, Manulife wanted to relaunch their retirement solutions. Objectives as follows: - Create new campaign that would resonate with the targeted customers, understanding the market sentiment has changed dramatically due to the mental fatigue caused by the political unrest situation as well as the pandemic crisis. - Generate new business sales & grow market share of the Retirement & Wealth category - Retain no. 1 position in brand consideration - Sustain brand image as the “retirement expert”