mcgarrybowen Hong Kong brings back Vivian Chow’s character Han Mui for Manulife’s latest retirement campaign
Tax-savings products (VHIS, MPF TVC and QDAP) have taken the spotlight in the insurance category this year.
While many brands focused on the features of individual products, mcgarrybowen, a long-term agency partner of Manulife Hong Kong on its marketing initiatives, advised to point out the combined tax-savings benefits of these products, which fit perfectly within Manulife’s retirement solution of build (wealth), protect (health) and enjoy (regular income stream). This followed with mcgarrybowen leading and managing the launch of this campaign.
Anchoring on the idea of “tax optimization,” mcgarrybowen designed a story featuring a family of four, The Hans Family, where each family member adopts different tactics to save money. The return of Vivian Chow, who plays the wise retirement expert in the commercial, is certain to bring back memories of the TV character ‘Han Mui,’ a frugal personality she played in one of the most popular TV dramas of the 90s, ‘The Greed of Man.’
“We like the spark between Chow and Velasco. The contrast of their characters really helps bring out the entertainment flair and dramatize the everyday savings behaviors that I believe many can relate to, and also provides us a way-in to introduce a smarter retirement solution from Manulife Hong Kong,” said Jeffry Gamble, Chief Creative Officer, mcgarrybowen.
To up the ‘wow’ factor of Chow in the commercial even further, mcgarrybowen also added to the cast Rosa Maria Velasco, a popular and familiar name in the Hong Kong drama scene who has impressed many with her acting talent and gained a group of keen followers. Velasco single-handedly took up all the roles of The Hans Family in the commercial.
“At Manulife, we strive to provide customers with the best retirement planning solutions tailored to their needs. As Manulife is one of only a few insurers that are able to provide one-stop access to all three tax-deductible solutions, we hope our campaign can further raise the public’s awareness of the importance of retirement planning, and encourage customers to plan for a more financially secure retirement by maximizing their tax benefits,” said Isabella Lau, Chief Customer Officer, Manulife Hong Kong
Simone Tam, CEO
Jeffry Gamble, CCO
Frankie Fung, Group Creative Director
Keith Liu, Associated Creative Director
Blue Wong, Associated Creative Director
Mus Zainal, Senior Art Director
Him Chan, Senior Art Director
Christy Leung, Producer
Man Hui, Head of Studio
YeeChing Wong, Strategic Planner
Anna Wong, Business Director
Christina Choi, Group Account Director
Maria Bien, Senior Account Manager
Tim Lam, Senior Account Manager