A two-pronged campaign will be handled by TBWA, recently named Sun Life's AOR together with media agency OMD, following a pitch. DDB and local agency MK2 Communications are also believed to have contested the account, though former creative partner Ogilvy & Mather is not thought to have taken part.
Despite being in the market for around 100 years, Sun Life's profile in Hong Kong has been overshadowed by larger rivals such as AIA and Prudential, though the insurance company believes it now has the critical mass to launch a major branding offensive. A TV-led campaign developed by Ogilvy, using the tagline 'Shining on you', had already started to raise brand awareness. TBWA said it plans to continue using TV as the mainstay of its campaign, but would consider other media channels, especially outdoor.
Sun Life selects TBWA for major brand relaunch
Sun Life Financial is planning a major brand relaunch later this year on the back of the momentum created by last year's acquisition of local player CMG Asia.