Sun Life plays up sunny persona in TV-led HK blitz

The Ogilvy & Mather-created campaign uses the tagline 'Shining on you' and shows a grandfather and his grandson playing hide-and-seek with the sun. Gladys Wong, Ogilvy's business director, said the TVC was based on a key category insight, focusing on how financial and insurance planning is attainable and dependable."Just like the lovely feeling you get from the sun shining on you. We bring in common association between Sun Life Financial and the sun -- the warmth and hope it gives," said Wong. Targeted at the 25 to 49 demographic, the TVC will run throughout the year. The sunny images portrayed in Sun Life's campaign stand in stark contrast to rival AIA's latest effort, a gritty campaign that zeroes in on life's realities such as sickness. It features families in medical and emotional storylines and a tagline that urges "Protecting your future". Wong said Sun Life's strategy was different from its financial and insurance rivals in the way it presented what consumers ultimately want rather than on their business approach.