As a key plank in its consumer-oriented marketing campaign “Retirement Solution”, Manulife Hong Kong has highlighted the impact that passing time and rapidly rising inflation could have on the lives of Hongkongers – and reminded them of the importance of early retirement-planning.

The massive integrated campaign gives Hongkongers a sense of how retirement life could look in the year 2040.  It is a very creative idea, employing a humorous, attention-grabbing approach to an essentially very serious subject.

Traditional above-the-line advertising is used to build mass awareness and interest, together with out-of-home ad domination and context-relevant ambient advertising to maximise impact among different target groups, as well as vibrant use of social media to generate online conversation and sharing among the younger generation.

The campaign triggers audiences to consider their future and the need for early planning if they want to maintain their current standard of living when they stop working. It emphasises that as the pre-eminent retirement expert, Manulife can help customers build, protect and enjoy their wealth.