Manulife has unveiled a brand campaign in Hong Kong to empower the younger segment to rethink their mandatory provident fund (MPF) and take control of their retirement planning.
Building on the momentum of last year’s global brand strategy campaign titled “Where will better take you”, Manulife aimed to strengthen the Manulife MPF brand, positioning it as the pension partner of choice, while raising brand consideration and preference among the younger working class.
Also known as “Retire your way”, the campaign was done in collaboration with creative agency To Be Honest and media agency iProspect. It was launched in the fourth quarter of 2024.
A spokesperson from Manulife said that the campaign primarily targeted Manulife MPF members aged 25 to 49. According to relational NPS (rNPS) data, this age group represents a high-potential growth segment, accounting for over half of the Assets Under Management (AUM).
“This insight highlights the importance of focusing our efforts on increasing their satisfaction and encouraging them to consider Manulife MPF as their preferred pension provider,” the spokesperson added.
While the previous global brand campaign asked, “Can retirement be defined solely by age, or is it a matter of personal choice?”, highlighting how choice empowers individuals to redefine retirement, the new “Retire your way” campaign posed a rhetorical question to encourage MPF members, particularly the younger segment, to proactively rethink their MPF management based on their unique needs.
As part of the campaign, Manulife employed various creative concepts and visuals with rhetorical questions to capture attention on its Facebook and Instagram pages, as well as the MTR mobile app banner and keyword search (SEM), reported Marketing Interactive.