Sun Life Hong Kong campaign highlights optimism

Sun Life Hong Kong has launched a comprehensive branding campaign with multiple touchpoints focused around positivity.

The “We Back Your Optimism” campaign includes a TVC (which was first broadcast on ViuTV and NowTV on 8 March) telling audience members how to stay optimistic and that Sun Life Hong Kong is a partner that could help them prepare for the challenges in their lives.

In a statement, the company said, “We are optimistic about the difference we can make in our clients’ lives because we are confident about the quality of our products and services. By highlighting optimism, one of our brand personalities, in this campaign, we want to further strengthen our brand awareness in Hong Kong and publicise what does Sun Life stand for."

To further boost engagement from audience members, especially from younger generations, the campaign also has a series of interactive digital elements. An online game - titled “Golden Future Starts From You” - on the company website elaborates on the reasons clients might feel more optimistic with Sun Life’s products and services, and how the company could help Hongkongers prepare for a carefree retirement. Two more games illustrate how a retirement plan can be affected by unexpected events while a retirement calculator enables users to set out their retirement goals and identify saving shortfalls or surpluses. 

Lastly, OOH ads for the campaign include outdoor billboards outside the Hong Kong entrance to the Cross Harbour Tunnel. These were launched on 10 March and will stay up for a couple of weeks.

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