Manulife campaign by DDB Group tells Hong Kongers to talk to the experts for MPF matters

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Hair.jpgDDB Group Hong Kong has developed an integrated campaign for Manulife encouraging the working population of Hong Kong to pay more attention to their Mandatory Provident Fund (MPF) accounts in line with the Employee Choice Arrangement (ECA) that came into effect on 1 November 2012.

 

Entitled ‘Talk to the experts’, the campaign aims to strengthen Manulife’s position as the acknowledged expert in the MPF category and a trusted partner in retirement planning. With more than 75 years of experience in managing pension funds in Hong Kong, Manulife is currently the second largest MPF service provider.

The campaign centres on one 30-second TVC, which is also converted to two 15-second TVCs. The stars of the ads are hard-working professionals from all walks of life; a chef, a hair stylist, an IT professional and a city planner. When it comes to MPF and retirement planning, they would look to Manulife, the expert in pensions management to guide them.

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

Luzia Hung, Chief Executive Officer of Manulife Provident Funds Trust Company Limited, said: “The Hong Kong working population in general may not be equipped with enough knowledge to make important decisions about their MPF. Our new campaign, developed in partnership with DDB Group Hong Kong, helps differentiate our brand and speaks directly to each customer about their individual needs.”

Simone Tam, President and CEO of DDB Group Hong Kong added, “Through this campaign, we have illustrated that the Manulife brand, with its heritage and experience, is perfectly positioned to be an MPF provider of choice and to offer its members unique personalised financial solutions.”

Credits – Executive Creative Direcvtor: Jeffry Gamble. Creative Director: Clifford Ng. Associate Creative Director: Vincent Tse. Art Directors: 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.