Manulife invites employees to share stories of 'better' in their own terms

Manulife Hong Kong has invited employees to share their stories on the definition of "better" in their own terms through social reels, as part of the extension of its recent brand campaign “Where will better take you”.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Manulife said starting 20 March, the brand encourages customers and prospects to share their #BetterStory with it and receive instant discounts at The Coffee Academics. "Our brand strategy activation will be carried out throughout the year, ensuring that our commitment to better remains at the forefront of everything we do."

"With the launch of our new brand initiative, 'Where will better take you', Manulife aims to enhance customer-centric empowerment through continuous efforts. As our customers’ partner in progress, we empower our customers to achieve a better life by focusing on their physical, mental, and financial well-being. For us, 'Better' doesn't have to be grand or exceptional; it can be found in everyday moments, like spending more time with family or maintaining financial stability," added the spokesperson. 

Celia Ling, chief marketing officer of Manulife Hong Kong and Macau, said: “At Manulife, our brand initiative, 'Where will better take you', embodies our dedication to customer centricity by making 'better' a meaningful part of our customers' daily lives. Through authentic stories and shared experiences, we amplify this concept to inspire and empower everyone we serve, ensuring that our journey toward improvement is guided by the needs and aspirations of our customers.”

Back in June 2024, Manulife has unveiled its 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”.

With the launch of the new initiative recently, Manulife aims to enhance customer-centric empowerment through continuous efforts, and empower customers to achieve a better life by focusing on their physical, mental, and financial well-being.

“Better”, as the core philosophy for campaign, doesn’t have to be grand or exceptional; it can be found in everyday moments, such as spending more time with family or maintaining financial stability.

Throughout 2024, Manulife has rolled out a series of ads across various regions. For example, in Hong Kong, iconic wrap advertisements can be seen at key locations such as the Star Ferry Pier in Tsim Sha Tsui. Taxis featuring body wrap advertisements and Manulife-branded lightboxes have further illuminated the cityscape, ensuring the brand's visibility throughout the city.

Manulife has also placed prominent advertisements on digital panels at the Hong Kong International Airport baggage reclaim network. A bus shelter domination at Statue Square in Central, and a series of advertisements at bus shelters across the city are all set to garner citywide attention.

In tandem with this, Manulife also lends its support to the core programme at the façade of M+, one of the most prominent landmarks in Hong Kong’s iconic skyline.

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