Sophie Chen
Nov 16, 2012

Manulife encourages Hong Kongers to consult with experts on MPF plans

HONG KONG-DDB Group Hong Kong has developed an integrated campaign for Manulife encouraging Hong Kongers to pay more attention to their Mandatory Provident Fund (MPF) accounts in line with the new Employee Choice Arrangement (ECA).

wide player in 16:9 format. Used on article page for Campaign.

The campaign ‘Talk to the experts’ aims to strengthen Manulife’s position as the acknowledged expert in the MPF category and a trusted partner in retirement planning.

Starring four professionals with different background, the campaign centres on one 30-second TVC, which is also converted to two 15-second TVCs. The campaign will run until mid December and spans TV and key OOH locations in Hong Kong.

A billboard, in the form of a giant name card with the tagline ‘Talk to the experts’, has been placed in the MTR’s Hong Kong Station, the Cross Harbour Tunnel and the Eastern Harbour Tunnel. Installed within the poster is a digital TV projection featuring the faces of different Manulife MPF intermediaries offering services to MPF customers.

The campaign builds upon Manulife’s brand proposition ‘For your future’ by communicating that Manulife’s MFP service can make a real difference in helping customers achieve their goals in life.


Manulife Financial Hong Kong
Creative agency DDB Group Hong Kong
ECD Jeffry Gamble
Creative director Clifford Ng
Associate creative director Vincent Tse
Art director Amy Lien, Miriam Yip
Account servicing Chelsea Radford, Calvin Chow
Planner Kam Fatt Chen
Producer Denise Wong
Production company Film Factory
Director Chow Kam Wing
Photographer So Kim Hoo
Media agency PHD
Exposure TV, OOH

Campaign China

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