Manulife provokes Hong Kongers to rethink retirement

Insurance companies and financial institutions often talk about retirement readiness. However, retirement is rarely a choice. The pandemic’s impact on people’s finance also influences their retirement plans: some that were ready to retire may want to remain in the workforce and others may be forced to retire early when they are not ready. What is most important now is to have the choice of when and how people retire.

Manulife’s new retirement solutions campaign, developed by dentsumcgarrybowen, highlights how their suite of products can “make retirement your choice.” The campaign acknowledges that the resilient Hong Kong people can beat almost any challenge, but when it comes to retirement planning, help from the experts can go a long way. 

Through the campaign, the new insight of making retirement a choice is leveraged to provoke the consumers to rethink and revisit their retirement plan. The campaign stars local celebrities Sandra Ng and Edan Lui, who are expected to add humor and light-heartedness to the serious topic of retirement. Ng and Lui play the destiny mentors from the Great Beyond where they monitor human’s progress to retirement. Occasionally they would head to Earth to drop a hint to those whose retirement plans may be derailed.

The key takeaway is no matter how well-planned people think they maybe, the unexpected is just around the corner to ruin all the plans. Manulife Retirement Solutions can help people get through life’s ups and downs and help them be the boss of their own retirement.

“The tone of our commercial changes as a result of our new insight. Our goal is not to have our audience feel good or bad toward their retirement plans. We want to make them feel empowered to take matters in their own hands. The starring of Ng and Lui is more of a strategic call to represent consumers of different generations,” said Jeffry Gamble, chief creative officer, dentsumcgarrybowen.

Isabella Lau, chief customer officer, Manulife Hong Kong, added, “As the pre-eminent retirement expert with deep insights drawn from years of experience in helping consumers plan for the future, we understand that holistic retirement planning is never easy. Everyone’s circumstance and aspiration can be different and sometimes they may change, too. Through the new campaign, we want to let our customers know that for whatever choices they make, our experts are ready to help them build, protect and enjoy their wealth and health for a secure retirement future.”

Earlier this year, Manulife also added a digital rewards platform on its MOVE app to encourage customers to exercises more. Working with Singapore-based rewards aggregator and management solutions company Rewardz, the new rewards platform on MOVE is said to be a behaviour-linked programme that integrates activity-tracking and insurance solutions to motivate healthier habits among customers.

It then provides customers with rewards for taking part in mini challenges. The rewards include deals on gym memberships, fitness trackers, and other health, wellness and lifestyle brand offers. All rewards are aimed at helping people get more physically active.

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