DDB develops an evolutionary campaign for Manulife Hong Kong that illustrates life’s journey

Using the analogy of life is a journey, DDB has developed a multi-media, evolutionary campaign for Manulife Hong Kong. The campaign builds upon the brand’s ‘For Your Future’ campaign that was launched in 2011, and it is based around the concept of ‘It’s your life. It’s your choice’.

The ‘journey’ analogy is used to build a closer connection with the destinations that people want to reach in life, and to stress that Manulife is here to help at every stop along the way by providing personalised, financial solutions – be it buying a larger flat, raising a child, pursuing further studies or planning for retirement.

The campaign’s creative conveys that people in Hong Kong are often caught up with the rush of daily life and the next immediate focus. To bring out the analogy in the execution, the campaign has used key transport points as the media.

Simone Tam, President, DDB Group Hong Kong and Guangzhou, said: “Our campaign communicates the fact that we are often too focused on our immediate destination, but when it comes to where we want to go in our life journey, most of us haven’t really thought about it. We want people to use the journey analogy in Manulife’s campaign to think about which destination they want to reach in life.”

Isabella Lau, Vice President of Customer Service and Strategic Development for Manulife Hong Kong, said: “We believe the campaign helps differentiate our brand and enhances our bond with consumers. The hopes and the journeys of Hong Kong people are intelligently visualised and brought to life using Hong Kong’s public transport to situate Manulife’s symbolic green cubes and graphic representations of them.”

Launching on 20 June and running until the end of the summer, the iconic green cubes, which have become synonymous with the Manulife brand following the brand’s ‘For Your Future’ push, will illustrate the concept of the journey. The cubes will be shown around Hong Kong during the campaign’s tenure and will be placed creatively and strategically at major MTR concourses and access points.

Some out-of-home and transportation advertising hot spots, include:

In Central, pillars at MTR platforms will be wrapped in green-and-white messages, and the TV ring zone and the concourse level near the Worldwide House exit area will be filled with Manulife cubes and branding messages.

In Tsimshatsui, the MTR station entrance on Nathan Road, will be completely dressed with the brand’s life-journey cube graphics. The elevator at the station concourse area will also be wrapped in green.

Inside MTR trains, the sides of the windows will feature Manulife’s graphic cubes.

And at the concourses and line-changing platforms of Admiralty, Causeway Bay and Taikoo stations, pillars, escalators and large wall posters will all feature the branding cubes.

Credits

Project ‘For Your Future 2012’

Client Manulife Financial Hong Kong

Creative agency DDB Group Hong Kong

ECD: Jeffry Gamble

Creative Director: May Wong

Copywriter: Jessie Fung

Art Director: Nicole Cho

Account Servicing: Chelsea Radford, Calvin Chow, Fiona Ho

Producer: Annie Tong

Media agency: PHD

Exposure: TV, Print, Online, OOH