Sun Life features Ekin Cheng for integrated #BeHealthy campaign

Sun Life has kicked off an integrated campaign featuring local HK singer Ekin Cheng, to promote SunHealth OmniCare. With a theme of "#BeHealthy. Fuel your future", the campaign - aimed at promoting new critical illness product - is made up of several elements. This includes a TVC, an online video (scheduled to be out on 25 February) on the 100Most channel, OOH ads across MTR stations, billboards, buses, and shelters, as well as promotions through digital and social media channels. The TVC was released on 11 February. In the one-minute video, Cheng raises a question: “Have you ever thought of what your life would be if you could live up to 120 years old?” He suggests many possibilities and concludes that making the best use of one's time hinges on a person's state of health. Sun Life said it wanted to disseminate the message of staying healthy while conveying that its a trusted partner for clients and is able to meet their needs for protection with a wide product range. "At Sun Life we are committed to helping our clients achieve lifetime financial security and live healthier lives," said Belinda Au, general manager, distribution and marketing, Sun Life Hong Kong. "To meet the increasing demand for critical illness protection, SunHealth OmniCare was designed to provide clients with a comprehensive protection plan to help prepare them and their families for potential challenges." This is not the first time Cheng has featured in a TVC for Sun Life. In Q1 2018, Cheung headlined in the company's TVC to promote an annuity product as well.