Cannes Lions

MANULIFE RETIREMENT PLANNING

DDB GROUP HONG KONG, Hong Kong / MANULIFE / 2014

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Case Film
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Overview

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Credits

Overview

Description

Hong Kongers are unrealistically optimistic about their retirement future, and most of them haven’t even started planning for it yet.

Therefore, we created a campaign which stunned people by revealing how much everyday items could cost over 25 years of retirement.

Execution

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.

Outcome

We got people talking about the real cost of retirement on social media sites. Our retirement website received over 5000 visitors in the first week, and this grew by over 200% in the second week. We earned a lot of free media coverage in newspapers and on TV.

According to the brand tracking survey 2013, Manulife has the highest brand awareness and is the most considered brand in the retirement product sector.

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