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

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.