Manulife Hong Kong launches new campaign

Manulife Hong Kong has kick-started a significant, multi-channel advertising campaign to present forward-thinking and consumer-oriented messaging. Entitled “For your future”, the campaign illustrates how Manulife’s unparalleled experience and portfolio provide personalised financial solutions that help consumers fulfill their goals in life.

DDB Group Hong Kong developed the campaign around the concept “It’s your life. It’s your choice” and it spans television commercials, print, out-of-home (OOH) display, interactive OOH, digital advertising and online social-media programme.

Manulife’s brand identity — the shape of a green cube — is integral to the entire campaign, under-pinning its service commitment of being attuned to its customers.

Michael Huddart, Executive Vice President and Chief Executive Officer for Manulife Hong Kong, said, “The Hong Kong campaign aims to promote our new brand positioning ‘For your future’ with an emphasis on establishing a brand preference for Manulife among consumers, and build upon the already high level of brand awareness that we enjoy in the market.”

Isabella Lau, Vice President of Customer Service and Strategic Development for Manulife Hong Kong, added: “We believe the campaign helps differentiate our brand and enhances our bond with consumers. The hopes and future achievements of a broad cross-section of Hong Kong people are graphically visualised and brought to life using the symbolic green cubes.”

The TVC is produced by Ridley Scott & Associates and highlights the fact that everyone’s goals are unique.

Print ads, to run in major dailies with the strap-line “No matter what your life destination is, we have a plan for you” feature a variety of hopes and goals of people in Hong Kong.

OOH ads include buses and 3D billboards. The exterior of Hang Lung Centre in Causeway Bay has been thematically wrapped in green 3D cubes.  Meanwhile, nine one-metre-tall interactive green cubes will be erected along Paterson Street in Causeway Bay to enhance public awareness.

The branding campaign also includes a digital and social-media programme to engage young people with the brand. People of Hong Kong are invited to share their life goals with Manulife — and have a chance to win prizes totaling more than HK$200,000. 

Simone Tam, President, DDB Group Hong Kong and Guangzhou, said: “In a category that is laden with clichés, we have developed a campaign for the Hong Kong heritage brand Manulife that shows its understanding of each customer’s individual needs. It works on every level to communicate the brand’s relevant, differentiating, credible, single-minded and forward-thinking values.”