Hong Kong - Manulife Hong Kong has launched a multi-media advertising campaign that uses the analogy of life as a journey - no matter what your destination, Manulife will help you get there.
The campaign builds upon the brand’s “For Your Future” campaign that was launched in 2011 and is based around the concept of “It’s your life. It’s your choice”.
The metaphor of a “journey” is used in the new campaign to build a closer connection with the destinations that people really want to reach in life, and to stress that Manulife is here to help at every stop along the way - be it buying a larger flat, raising a child, pursuing further studies or planning for retirement.
Michael Huddart, Executive Vice President and Chief Executive Officer for Manulife Hong Kong, said: “Having been well-established for 125 years globally, Manulife is very well known as strong, reliable, trustworthy and forward-thinking. Through this new campaign, we would like to further communicate to the public that Manulife is here to help at every interchange of customers’ life stages by providing personalized financial solutions.”
The campaign’s creative conveys the thought that people in Hong Kong are often too caught up in the rush of daily life and their next immediate objective to think very far into the future where their finances are concerned. This is underscored by the use of actual key transport points as the media for displaying this message.
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 visualized and brought to life using Hong Kong’s public transport system to situate Manulife’s symbolic green cubes and graphic representations of them.”
DDB Group is the creative agency of the campaign. 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 on our lifetime journey, most of us haven’t really thought about it. We want people to use the journey comparison in Manulife’s campaign to think about where it is they want to go in life.”
The iconic green cubes, which have become synonymous with the Manulife brand following the company’s “For Your Future” activation campaign, will signify the journey idea. The cubes will appear around Hong Kong during the new campaign’s tenure, from June 20, 2012 until the end of August, and will be placed creatively and strategically at major MTR concourses and access points, including Central, Tsimshatsui, Admiralty, Causeway Bay and Taikooshing, as well as inside MTR trains.
Manulife’s new multi-media advertising campaign uses the analogy of life as a journey — no matter what your destination, Manulife will help you get there.
About Manulife (International) Limited
Manulife (International) Limited is a member of the Manulife Financial group of companies.
Manulife Financial is a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. In 2012, we celebrate 125 years of providing clients strong, reliable, trustworthy and forward-thinking solutions for their most significant financial decisions. Our international network of employees, agents and distribution partners offers financial protection and wealth management products and services to millions of clients. We also provide asset management services to institutional customers. Funds under management by Manulife Financial and its subsidiaries were C$512 billion (HK$3,976 billion) as at March 31, 2012. The Company operates as Manulife Financial in Canada and Asia and primarily as John Hancock in the United States.
Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘945’ on the SEHK. Manulife Financial can be found on the Internet at manulife.com.