Launched on 20 June and running until the end of the summer, the outdoor campaign stresses that Manulife is there to help at every stop along the route by providing personalised financial solutions. To bring out the analogy, the creative execution uses key transport points in outdoor media.
“Our campaign communicates the fact that we are often too focused on our immediate destination, but when it comes to where we want to go in our life journey, most of us haven’t really thought about it," said Simone Tam, president of DDB Group Hong Kong and Guangzhou.
"The hopes of Hong Kong people are intelligently visualised and brought to life using public transport," added Isabella Lau, vice president of customer service and strategic development for Manulife Hong Kong.
Out-of-home posters of green cubes, which Manulife aims to make synonymous with its brand, illustrate the 'journey planner' concept at strategic major MTR concourses and access points in the Central, Tsim Sha Tsui, Admiralty, Causeway Bay and Taikoo stations. One question asks commuters, "What is your next stop after university?"
Manulife's visuals take a different approach compared to an earlier HSBC interactive campaign, which had the same purpose of encouraging commuters to think about their long-term financial strategy.
Credits
Project: 'For Your Future 2012'
Client: Manulife Financial Hong Kong
Creative agency: DDB Group Hong Kong
ECD: Jeffry Gamble
Creative Director: May Wong
Copywriter: Jessie Fung
Art Director: Nicole Cho
Account Servicing: Chelsea Radford, Calvin Chow, Fiona Ho
Producer: Annie Tong
Media agency: PHD
Exposure: TV, Print, Online, OOH
