Lion Global Investors reframes perspective on retirement in inspiring campaign

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Asset management company Lion Global Investors has released an inspiring campaign titled "Lion Global retirement solutions". The campaign aims to get pre-retirees to plan ahead and to reframe the next stage of life as a lifelong holiday. It is also built around the analogy of retirement being a holiday of a lifetime.

Central to the campaign is a 45-second YouTube clip featuring two women discussing a trip to the Northen Lights. The young woman noted the amount of planning it would have taken to organise the trip, to which the older woman responded, "10 years". The woman then dives into the process of investing into a retirement plan, highlighting how her investments generated income to pay for holidays and expenses. She also said that her capital remained untouched, allowing her to save that portion of her finances for the future.

Don’t miss: AIC celebrates vibrancy of seniorhood in inspiring SG60 campaign

In addition to the YouTube video, Lion Global Investors released a variety of graphics to highlight the importance of retirement planning in order to enjoy one's life. The first graphic showed customers the possibility of retiring early and travelling the world if they plan their retirement earlier.

The second graphic highlight the importance of balance and showed customers the benefits of both travelling and financial growth when they plan for their retirement.

The campaign was created in collaboration with creative agency Blak Labs and media agency InstaMedia Labs. According to BlakLabs when MARKETING-INTERACTIVE reached out, "no one has approached the topic of retirement planning from a holiday perspective." It also used wit and humour to humanise an otherwise dry topic.

“The holiday parallel allows for aspirational content and creative execution. As one of the leading asset management companies in Southeast Asia, it’s our responsibility to encourage Singaporeans to plan well, so they can retire well,” said Darius Foo, head of distribution business at Lion Global Investors.

“While developing videos and digital assets with our client, our younger team members were motivated to start planning so they too can say with satisfaction, ‘Retirement. Planned’," said Koh Hwee Peng, creative partner at Blak Labs.

The campaign was launched in the final weeks of 2024 across The Straits Times, programmatic channels and various social media platforms.

In a statement, Lion Global Investors said that the campaign was inspired by the OCBC Financial Wellness Index 2024, which revealed that 54% of Singaporeans have begun making financial plans for their retirement. The company, along with creative agency Blak Labs, also tapped into Singaporeans' love for travel, which led the global Google searches for holiday-related topics and the third highest-spending travellers overseas, according to The Straits Times.

Lion Global Investors isn't the only company to touch on retirement planning. In April last year, AXA Hong Kong teamed up with local singer Jay Fung to deliver a powerful message that anyone at any age can plan ahead in terms of retirement.

With Fung’s endorsement, the campaign aimed to address the everyday concerns of people and reassure everyone that AXA can provide greater peace of mind when it comes to planning for retirement.

In a conversation with MARKETING-INTERACTIVE, AXA's spokesperson said based on a targeted study on the age range of existing QDAP policyholders, its findings revealed that the majority of policyholders fall within the age range between 35 and 50, rather than those that’s nearly retired.

"Therefore, we’d like to push our ad appeal to a younger segment compared to the existing marketing communication by engaging with Fung, who is more suitable for our target market."

share on