mcgarrybowen Hong Kong wants you to take a call from Han Mui before it’s too late

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mcgarrybowen Hong Kong wants you to take a call from Han Mui before it’s too late

mcgarrybowen Hong Kong has recently launched a follow-up campaign for Manulife Retirement Solutions Tax-deductible Trio (Voluntary Health Insurance Scheme, Tax Deductible Voluntary Contributions, Qualifying Deferred Annuity Policy), catching on the tax season to promote urgency for our consumers to sign up for these products to maximize their tax savings for the following tax year.

 

The timing of the campaign caught us in the period of heavy tax loans promotions as well as other tax-deductible product promotions, where insurance and financial marketers alike fight for the attention and reactions from our consumers. To break through the cluttered environment, mcgarrybowen Hong Kong chose to adopt an emotional approach by simply pinpointing the emotional burden of “feeling the pain” of paying tax. What’s more, they spice it up with “Han Mui” (Vivian Chow) calling those online users who are browsing news, financial products, health products and consumer goods to take actions before it is too late to sign up and enjoy the tax savings.

“Engagement is key. I believe we overcome the challenge to catch our audience’s attention in a crowded marketplace. It’s not an ad you want to skip,” said Jeffry Gamble, Chief Creative Officer, mcgarrybowen Greater China

“Our last campaign with “Han Mui” as the wise retirement expert has successfully brought up the idea of tax benefit optimization. Now, as we approach the end of the tax year, “Han Mui” is here to remind taxpayers the urgency of taking action. This tactic thus far has shown encouraging results with both the viewership and CTR surpassing our original benchmark,” added Isabella Lau, Chief Customer Officer, Manulife Hong Kong.

Credits –
Simone Tam, CEO
Jeffry Gamble, CCO
Keith Liu, Associated Creative Director
Blue Wong, Associated Creative Director
Him Chan, Senior Art Director
Christy Leung, Producer
YeeChing Wong, Integrated Brand Strategist
Anna Wong, Business Director
Maria Bien, Senior Account Manager
Vanessa Luk, Senior Account Executive

mcgarrybowen Hong Kong wants you to take a call from Han Mui before it’s too late mcgarrybowen Hong Kong wants you to take a call from Han Mui before it’s too late