DDB HK, Manulife paint a picture of 2040 without a retirement plan


Without a retirement plan, the year 2040 could be pretty grim according to the latest campaign by DDB Hong Kong and Manulife.

Isabella Lau, Vice President and Chief Customer Officer at Manulife Hong Kong, explains that one third of Generation Y are already in the process of planning for their retirement, and what they really want, she insists, is to maintain “the same standard of living”.

The campaign, which is the third installment in its’ series, includes two 30-second TVC’s illustrating how the rising cost of living, including escalating grocery costs and hospital waiting times, will affect our future retirement, and how Manulife’s suite of solutions can help Hong Kongers “build, protect and enjoy their wealth.” in order to maintain this current standard.

Adrian Li, Business Director at DDB Group Hong Kong, explains the importance of taking people on “a realisation journey”, as there are still many Hong Kongers that “overlook the impact of time and inflation on their retirement plan.”

The campaign also includes print advertising, and a major outdoor execution in Causeway Bay and Hong Kong MTR stations, as well as a dedicated microsite which will host a series of articles by journalists Alex Price and Angela Pasceri around health, wealth management and retirement planning amongst other features.

Since the campaign first launched in 2013, brand tracking studies have shown that Manulife is now the number one brand for retirement planning consideration. Since its launch, the video on You Tube has racked up more than 670,000 views.

Kate Neill Director of Regional Communications DDB Asia Pacific