DDB Group Hong Kong created the campaign, which spans TV, outdoor, print and online platforms, as an extension of the brand's 'Retirement solutions' campaign launched last year and its brand proposition, 'For your future', which launched in 2011.
The ad stems from the fact that women live longer than men on average—a gap of about six years. The commercial features a couple sitting together happily in their kitchen and asks, “If you want to take care of your partner when you retire, will spending quality time with them be enough? Take a closer look. Retirement costs a lot more than you think.”
The TV commercial is running in conjunction with two other 20-second spots entitled “Staying healthy” and “Mortgage”.
A huge outdoor advertising showcase will take over the Causeway Bay MTR station. The campaign also includes ads in the Taikoo MTR station, in-train stickers, bus-shelter posters and print advertising.
An interactive minisite illustrates how everyday expenses can add up.
Client: Manulife Hong Kong
Creative agency: DDB Group Hong Kong
ECD: Jeffry Gamble
Creative director: May Wong
Art director: Leslie Wong, Vinza Chu
Copy writer: Vivian Ho, Keith Lam
Account servicing: Max Mak, Calvin Chow, Emile Chan, Fiona Ho
Digital producer: Victor Fung
Planning: Tim Schlick
Media agency: PHD
Exposure: Print, Online, OOH