McDull and family introduce tax-deductible solutions in Manulife HK's campaign

Last year, Manulife Hong Kong launched a campaign starring the city's most iconic cartoon McDull, bringing a refreshed image of the brand to customers. Recently, the insurance company has "invited" McDull's family to talk about its latest tax-deductible solutions.

The tax-deductible campaign is aimed at informing audiences that "saving tax couldn’t be easier with Manulife (Hong Kong)." It comes with a series of videos featuring McDull, his friends and family. Through humorous conversations, McDull learns how easy it is to maximise tax benefits with Manulife Hong Kong's products while enjoying extra protections for himself and his family.

The campaign covers multiple touchpoints. To get more eyes on the videos, Manulife Hong Kong is launching them on Hong Kong’s most popular online platforms and digital sites, as well as outdoor spaces with high footfall, such as MTR stations, bus exteriors, and billboards. These ads are running until the end of March.

“McDull is an eternal optimist, always looking on the bright side of life. Having McDull’s family making their first appearance on our campaign allows us to introduce family component to tax-saving topic, highlighting how much benefits one can enjoy with the company's tax-deductible solutions," Jeffry Gamble, chief creative officer of dentsumcgarrybowen.

Isabella Lau, chief customer officer of Manulife Hong Kong, commented on the campaign, “Tax deduction can be significant, and we are here to assist our customers with simple and easy ways to not only maximise their tax benefits, but also provide well-rounded medical protections and help them save more for their retirement. We want to remind consumers, while they are busy working out their tax payments, to take full advantage of our products before the next bill hits.”

Credits
Client: Manulife Hong Kong
Agency: dentsumcgarrybowen
CEO: Simone Tam
CCO: Jeffry Gamble
Creative director: Keith Liu
Associate creative director: Blue Wong
Senior art director: Him Chan
Assistant art director: Elaine Chan
Head of creative services: Christy Leung
Creative services executive: Pamela Law
Integrated brand strategist: YeeChing Wong
Group account director: Michael Chan
Senior account manager: Tim Lam
Account executive: Sharon Ling

---

Related articles

Manulife Hong Kong's innovative ad educates and comforts critical illness patients

Manulife Hong Kong releases easy home workout to shake up quarantines