Manulife empowers HKers to rethink retirement planning with brand campaign

Manulife has unveiled a brand campaign in Hong Kong to empower the younger segment to rethink their mandatory provident fund (MPF) and take control of their retirement planning.

This comes following Manulife’s launch of a global brand strategy campaign titled “Where will better take you“ (與你同行 成就更好) in June last year. The campaign featured its diverse range of products and services, including health protection, life insurance, investment management and retirement planning.

Building on this momentum, Manulife aimed to strengthen the Manulife MPF brand, positioning it as the pension partner of choice, while raising brand consideration and preference among the younger working class.

Also known as “Retire your way”, the campaign was done in collaboration with creative agency To Be Honest and media agency iProspect. It was launched in the fourth quarter of 2024.

A spokesperson from Manulife told MARKETING-INTERACTIVE that the campaign primarily targeted Manulife MPF members aged 25 to 49. According to relational NPS (rNPS) data, this age group represents a high-potential growth segment, accounting for over half of the Assets Under Management (AUM). “This insight highlights the importance of focusing our efforts on increasing their satisfaction and encouraging them to consider Manulife MPF as their preferred pension provider,” the spokesperson added. 

While the previous global brand campaign asked, “Can retirement be defined solely by age, or is it a matter of personal choice?” (退休不是因爲年齡，而是一種選擇？), highlighting how choice empowers individuals to redefine retirement, the new “Retire your way” campaign posed the rhetorical question “退休要聽人話?” to encourage MPF members, particularly the younger segment, to proactively rethink their MPF management based on their unique needs.

As part of the campaign, Manulife employed various creative concepts and visuals with rhetorical questions to capture attention on its Facebook and Instagram pages, as well as the MTR mobile app banner and keyword search (SEM). 

Additionally, the campaign sought to boost share of voice (SOV) and ad frequency with extensive OOH coverage across high traffic locations in Hong Kong MTR station digital diorama, Causeway Bay tram shelter, Cheung Sha Wan Plaza LED wall, Sheung Wan tram shelter, Kowloon Tong and Causeway Bay MTR stations, from October to November 2024.

Jeanie Ho, head of Hong Kong and Macau Retirement, Manulife, said: "With over 88 years of pension management experience locally and a strong global retirement management footprint, we remain dedicated to helping people confidently save and invest and accelerate progress towards their longevity goals. We continue to excel in customer satisfaction, empowering individuals to make more informed financial decisions throughout this meaningful campaign."

Yvonne Lau, head of marketing, Hong Kong and Asia Retirement, Manulife, said: “Our latest brand campaign is a direct response to our members’ evolving needs for retirement planning and savings. There isn’t a single retirement solution, but our expertise ensures that we can tailor retirement plans to suit each member. We hope to inspire people with our brand promise ‘Retire your way’ to take control of their retirement and develop a healthy habit of proactively managing their MPF.”

Don’t miss: Manulife unites global brand presence with new strategy and tagline

Back in July last year, Manulife launched a new global brand strategy and tagline “Where will better take you”, aiming to unite its global brand resonance across the world and underscore its mission of "Decisions made easier. Lives made better".

Manulife Hong Kong has been supporting customers to achieve their life goals in the past century. The new brand strategy aligns with the company's commitment to understanding customers' needs through offering customised solutions to safeguard customers from the costs of unforeseen illnesses, plan their retirements, and grow their wealth.

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