Hong Kong – Insurance company Manulife in Hong Kong has launched a multichannel marketing campaign to highlight how to increase the chances of survival against critical illness. This aims to promote Manulife’s two new critical illness plans, namely ManuPrimo Care and ManuPrimo Care.
Following on from the success of the ManuBright Care 2’s ‘Increase odds of survival against critical illness’ campaign in 2020, the latest ManuPrimo Care campaign takes a more positive view of a serious topic by emphasising how people have a better chance of survival with early preparation.
Developed with Manulife’s creative partner dentsu, the campaign kicked off on 1 August 2022 with a product launch event and the premiere of an action-packed commercial featuring well-known Hong Kong actors Gordon Lam and Louise Wong as product ambassadors. The commercial features a couple – Lam and Wong – who are special agents discussing the importance of upgrading their critical illness plans over dinner. It creatively promotes the health benefits and financial support of the plans to a wide target audience in Hong Kong.
Manulife’s large-scale campaign is featured in prime locations at Hong Kong and Causeway Bay MTR stations and outdoors on the Island Beverly shopping mall in Causeway Bay. Buses across the city, as well as bus shelters, have also been emblazoned with advertisements about the campaign. The campaign also includes an upcoming digital aspect to trigger social conversations and awareness among people in Hong Kong on the topic of how to better prepare for critical illness.
Moreover, the digital marketing campaign features a 90-second social video on YouTube and a 30-second video on the ViuTV app running in conjunction with the commercial. There is also a 35-second TVC on ViuTV and OpenTV to explain how the plans support customers on their recovery journey from diagnosis to treatment.
Kenneth Luk, Manulife’s head of marketing for Hong Kong and Macau, noted that the comprehensive campaign educates people about how the plans have been designed to give customers well-rounded protection with continuous care benefits and flexible cancer payout options.
“And by collaborating with local celebrities Gordon Lam and Louise Wong, the campaign will reach a wider audience motivating more people to obtain critical illness coverage earlier,” said Luk.
Meanwhile, Jeffry Gamble, dentsu International’s chief creative officer for Hong Kong, shared that the campaign takes a light-hearted and entertaining approach to talk about a serious and heavy topic.
“We worked closely with Manulife, Lam and Wong to create a creative campaign that resonates with people in Hong Kong while at the same time delivering the key messages on critical illness. The end result is an insurance ad campaign that for the first time in Hong Kong adopts a cinematic approach,” said Gamble.