IDEA
Retirement is always a daunting topic to Gen-Y. To create appeal, we leveraged peer pressure and led our potential customers to realise that a lot of their peers or friends have already been doing some kind of financial planning. The campaign is divided into four chapters, each one focusing on one passion point of Gen-Y – Chasing a Dream, Supporting a Family, Starting a Business and Traveling the World. Through these four chapters, we hope to trigger Gen-Y to seek Manulife for professional advice and to start financial planning.
WEBSITE
The website, PlanSimple.hk is a key component of this campaign. It serves as a hub that holds a wide range of case studies and financial planning tools. Gen-Y can easily get the information they need and can seek professional advice right away.
TVC
To raise awareness, we also launched a TVC that showcased the four chapters, bringing out a simple yet strong message: “Have You Started Planning Yet?”
OOH
To further raise awareness and drive more people to the website, we launched OOH in Causeway Bay MTR station.
