Sun Life HK celebrates 131 years with heartwarming regional campaign

International financial services organisation Sun Life has launched a new multi-year brand campaign as it celebrates 131 years of supporting Hongkongers through ESG-investing focused insurance products, strategic market expansion and customer-oriented digital transformation.

The campaign is part of five individual campaigns co-created with local teams across the Asia region to ensure local relevance. It aims to boost Sun Life's brand health across the region, it said when MARKETING-INTERACTIVE reached out.

The campaign features a heartwarming brand film that highlights that life does not always go as planned. You could fall down, go through a breakup or lose a job. Or, you could get married, go on a family holiday, or be enjoying your retirement. No matter what, the film says, Sun Life is always there to support you. 

"We want to improve average brand awareness across our growth markets in Asia, consideration and drive high quality leads," said a spokesperson. "The campaign is part of a regional brand modernisation drive to bring to life the brand’s purpose: to help our clients achieve lifetime financial security and live healthier lives."

The campaign also aims to signify Sun Life’s ongoing efforts to provide forward-thinking financial solutions that anticipate and address the changing needs of its clients at different stages of their lives. It also looks to ensure that clients know that no matter what they face, Sun Life is always behind them to help them feel more certain about today and tomorrow, it added in a statement.

The campaign was worked on in partnership with agencies such as Havas Media which played a regional supporting media buying and planning role across the region and locally for Hong Kong across traditional digital and performance media. Havas Media also supported Sun Life Hong Kong with creative strategy and execution in Hong Kong. Havas Play on the other hand supported the company with experiential elements of the campaign.

“This campaign represents a transformative moment as we revitalise our brand identity, forging a stronger connection with our clients," said Clement Lam, chief executive officer of Sun Life Hong Kong.

"With a fresh and contemporary visual identity and a brand message that reflects our core value, that life is always brighter under the sun, we demonstrate our dedication to being at the forefront of the industry, embracing change and new opportunity, and continually evolving to better serve our clients in Hong Kong.”

The campaign comes in tandem with the company is celebrating a 155% increase in Annual Premium Equivalent (APE), driven by an 83% growth in onshore APE in the first half of 2023.

Related articles: 
PRIZM develops successful Sun Life Hong Kong x Yobe MPF campaign by leveraging O2O2O strategy
Sun Life concludes media pitch for APAC region
Dah Sing Bank and Sun Life HK ink bancassurance partnership deal