Manulife DM, Case study WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE by DDB Hong Kong, Ogilvy & Mather Hong Kong

Adsarchive » DM , Case study » Manulife » WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE

WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE

Pin to Collection
Add a note
Industry Banking & Financial Services
Media Direct marketing, Case study
Market Hong Kong SAR China
Agency DDB Hong Kong
Executive Creative Director Jeffry Gamble
Creative Director May Wong
Art Director Leslie Wong, Vinza Chu
Photographer Jacky Chee, Jerry Lee
Agency Ogilvy & Mather Hong Kong
Executive Creative Director Jeffry Gamble
Creative Director May Wong
Art Director Leslie Wong, Vinza Chu
Photographer Jacky Chee, Jerry Lee
Released November 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
DIRECT LOTUS BEST INTEGRATED DIRECT CAMPAIGN BRONZE

Credits & Description

SUB CATEGORY : BEST INTEGRATED DIRECT CAMPAIGN
COMPANY ENTERING : DDB GROUP HONG KONG, HONG KONG
ENTRY TITLE : WHAT’S SIMPLE NOW WON’T BE SIMPLE WHEN YOU RETIRE
BRAND : MANULIFE RETIREMENT PLANNING
ADVERTISER : MANULIFE (INTERNATIONAL) LIMITED
DIRECT/ADVERTISING AGENCY : DDB GROUP HONG KONG, HONG KONG
EXECUTIVE CREATIVE DIRECTOR : JEFFRY GAMBLE
CREATIVE DIRECTOR : MAY WONG
COPYWRITER : EMILY LAW
ART DIRECTOR : LESLIE WONG/VINZA CHU
ACCOUNT SERVICES : CALVIN CHOW/FIONA HO
PHOTOGRAPHER : JERRY LEE/JACKY CHEE
DESIGNER : KIKI WONG
OTHER : WWW.RETIRESIMPLE.HK
THE BRIEF : HONG KONGERS HAVE AN UNREALISTIC VISION OF RETIREMENT. THEY TALK ABOUT THEIR DREAM RETIREMENT, BUT THEY DON’T THINK ABOUT THE EVERYDAY COSTS INVOLVED. IN FACT, ONLY 2 IN 5 HONG KONGERS HAVE ACTIVELY STARTED PLANNING FOR RETIREMENT, AND 1 IN 4 EITHER DON’T KNOW HOW MUCH RETIREMENT WILL COST, OR SERIOUSLY UNDERESTIMATE THE AMOUNT OF MONEY THEY WILL NEED. HOW COULD MANULIFE GET HONG KONGERS TO WAKE UP AND FACE REALITY?
THE SOLUTION : INSTEAD OF PAINTING A ROSY PICTURE OF RETIREMENT, WE REVEALED THE ACTUAL COSTS. WE HIGHLIGHTED THE PRICE OF EVERYDAY ITEMS IN REAL LIFE SCENARIOS, AND STUNNED PEOPLE BY REVEALING HOW MUCH THEY COULD COST OVER 25 YEARS OF RETIREMENT. WE SHOWED THAT IT WON’T BE EASY TO MAINTAIN YOUR CURRENT LIFESTYLE ONCE YOU’VE RETIRED.
THE RESULTS : WE GOT PEOPLE TALKING ABOUT THE REAL COST OF RETIREMENT ON SOCIAL MEDIA SITES. OUR WEBSITE RECEIVED OVER 5,000 VISITORS IN THE FIRST WEEK, AND THIS GREW BY OVER 200% IN THE SECOND WEEK. AND OVER 90% OF VISITORS ENGAGED WITH OUR SITE.