Tag: Sun Life

Hong Kong – Sun Life and the Basketball Association of Hong Kong, China (BAHKC) have signed a three-year, HK$10 million partnership to support athletes, promote basketball, and enhance community engagement.

As part of the initiative, Sun Life will provide medical and accident insurance for Hong Kong basketball team members and fund a scholarship program for U18 and U22 players pursuing higher education. Additionally, a youth internship program will be introduced to help players prepare for post-retirement career opportunities. 

The partnership also includes title sponsorship of the Hong Kong Open Division Men’s and Women’s Basketball League, a self-financing competition with a promotion and relegation system designed to enhance the competitiveness of local basketball.

Beyond competitive play, the initiative further aims to expand grassroots participation through community engagement. Sun Life will continue its partnership with Beyond Sport to run free youth basketball workshops and social impact programs, including revitalising basketball courts and providing training opportunities. The company will also sponsor the National Day Cup Basketball Tournament, encouraging university-level competition and regional exchanges to further develop the sport in Hong Kong.

Benny Chow, team leader of the Youth Team of the Basketball Team of Hong Kong, China, said, “We will work with Sun Life to deepen the promotion of community basketball and connect it with more professional and comprehensive systematic training. We aim to bring new energy into the local basketball, discover and nurture new talent, and attract more young people to join basketball and even develop basketball careers.” 

Siu-wong Chan, executive vice president and honorary president of the Basketball Association of Hong Kong, China, added, “Sun Life has been promoting healthy living in different ways and is committed to bringing the community together through sports. Our shared vision for basketball development aligns perfectly. This collaboration will bring new energy to local basketball by not only providing substantial resources to support its growth but also by having Sun Life’s team actively participate in the league. This encourages the public to embrace an active and positive lifestyle.”

Sun Life’s partnership with BAHKC aims to build a sustainable basketball ecosystem in Hong Kong while promoting active lifestyles. The collaboration supports both professional and grassroots development, reinforcing basketball’s role in community engagement.

Sun Life recognises basketball’s role in promoting physical and mental well-being while fostering community engagement. Since 2014, it has supported the NBA’s Toronto Raptors, becoming the team’s first jersey patch sponsor in 2017. In 2023, Sun Life expanded its commitment with a multi-year sponsorship of Canada Basketball, serving as the official jersey sponsor and health and wellness partner for the national teams.

Clement Lam, chief executive officer of Sun Life Hong Kong Limited, stated, “Sun Life’s mission is to help clients achieve lifetime financial security and live healthier lives. Our global headquarter in Canada has been supporting basketball development since 2014 and has actively expanded to many regions in Asia in recent years. This partnership with the Basketball Association of Hong Kong, China, will focus on both commercialization and professionalization, leveraging innovation and diverse collaboration to enhance the local basketball ecosystem, fulfilling our corporate mission.”

Mark Tian, chief agency strategy and growth officer of Sun Life Hong Kong Limited, commented, “Sun Life values the holistic development of our financial advisors and encourages the team to contribute to the community by actively participating in sports and community activities. Therefore, we have formed a basketball team and will sign up to participate in the Hong Kong Open Division Men’s and Women’s Basketball League sponsored by Sun Life to promote healthy living through action.” 

He added, “We hope that through this cooperation, we can showcase Sun Life’s long tradition, dynamic business development, and sustainable future and further embody Sun Life’s team spirit of One Team, One Goal, Win As One.”

Kuala Lumpur, Malaysia – Sun Life Malaysia has appointed Noor Azam bin Mohd Yusof as the chief executive officer of Sun Life Malaysia Takaful Berhad (SLMT), effective 3 February 2025. He succeeds Jeffry Azmi, who has retired.

With distinguished industry experience of more than 25 years in both conventional and Takaful sectors, Azam Yusof brings a wealth of knowledge to Sun Life Malaysia. His expertise includes sales and marketing, bancassurance and bancatakaful, agency channel management, business development, and strategic business transformation. 

In his role as CEO of SLMT, Azam Yusof will be responsible for overseeing all aspects of the business, including Syariah compliance and governance. He will champion the implementation of SLMT’s business strategy, designed to achieve continued growth and elevate its position as a leading bancatakaful player in the Malaysian market. 

Azam Yusof joins Sun Life Malaysia from a leading family Takaful operator where he served as CEO since 2017. 

Speaking on his appointment, she said, “I am honoured to lead SLMT and scale our family takaful business to greater heights. I am passionate about helping our Clients and more Malaysians build a secure financial future that honour their faith and enabling them to live healthier, more fulfilling lives.”

Meanwhile, Raymond Lew, president and country head at Sun Life Malaysia, commented, “We are thrilled to welcome Azam Yusof to the Sun Life Malaysia family. His proven leadership and deep takaful expertise are precisely what we need to expand our takaful business’s reach and impact. With a ‘Play to Win’ mindset, we are confident he will lead us to become a family takaful leader, delivering exceptional growth, innovation and impacts for our clients.”

Kuala Lumpur, Malaysia – Sun Life Malaysia has announced the appointment of local personality Alif Satar as the brand’s 2025 brand ambassador. This strategic partnership is set to amplify the company’s mission to empower Malaysians with essential financial and Takaful knowledge, with a focus on legacy planning and family financial stability.

The collaboration is an expansion of Sun Life Malaysia’s ‘InsureLit Campaign,’ which has already impacted millions of Malaysians across diverse age groups in 2024 through innovative resources like financial literacy roadshows, engaging workshops, a dedicated women financial empowerment award, series of educational articles and videos and interactive board games.

As a father, entrepreneur, and well-loved public figure, Alif Satar brings a relatable and inspiring voice to Sun Life Malaysia’s campaign. Beyond being the face of the brand, Alif will actively participate in initiatives to raise the bar of Takaful literacy among Malaysians, such as the Takaful 101 video series, a digital content series that equips Malaysians with the knowledge needed to build and protect their financial legacies through Takaful.

Speaking on his ambassadorshop, Alif said, “As a father, my top priority is ensuring a secure future for my family, and as an entrepreneur, I believe financial literacy is not just important. I’m proud to partner with Sun Life Malaysia to help more Malaysians make informed financial decisions and secure brighter futures for their loved ones.”

Meanwhile, Raymond Lew, president and country head of Sun Life Malaysia, commented, “Alif Satar reflects the values that define Sun Life Malaysia – the commitment to building resilient family, entrepreneurship, and financial responsibility. With his influence and genuine connection to Malaysians, we are confident that Alif will inspire people nationwide to take ownership of their financial journeys and build meaningful legacies.”

It is worth noting that based on the “Insure or Unsure: Sun Life Insurance Literacy Survey” done in 2024, only 28% out of 1,107 Malaysians surveyed are confident in their knowledge of insurance and takaful products, while almost one-third (32%) have no insurance protection.

Reflecting on these findings, Lew said that their efforts in 2024 showed the power of creative engagement in promoting financial literacy. He noted, however, that there is still immense potential to elevate financial literacy among general Malaysians.

“With Alif onboard, we’re confident we can deepen our reach and inspire Malaysians of all ages to embrace financial responsibility. Building on this momentum, the InsureLit campaign is set to create an even greater impact in 2025,” he concluded.

Hong Kong – Global insurance company Sun Life has recently appointed Philip Chau as its regional director of marketing performance and operations for Asia. In his new role, Chau will drive Sun Life’s marketing strategy and performance excellence across all Asia markets, as well as maximize marketing return on investment.

“It will be looking at the holistic end to end customer funnel from brand awareness, to lead generation, to lead nurturing, all the way to conversion,” Chau told MARKETECH APAC when asked about his specific strategies for Sun Life in his new role.

Prior to joining Sun Life, Chau was most recently the vice president and group head of marketing at Regal Hotels International, and oversaw a team of up to 30 members owning the end to end overall marketing strategy of the company both at group level and of all 17 hotels across Hong Kong and China. In that previous role, he managed all key marketing functions for the hotel brand across PR, communications, branding, partnership, digital marketing, CRM, loyalty program, creative, design, customer insights and analytics.

He had also previously held other marketing roles throughout the years including with Great Eagle Holdings, Blue HK, and Aviva.

When asked what learnings from these previous leadership experiences–more specifically from Regal Hotels and Great Eagle Holdings–Chau told MARKETECH APAC, “Both of these experiences provided me with valuable insights and strategies in introducing and delivering marketing innovation within a complex multi-BU organization. The key is to have both the technical know-how (martech and marketing analytics) as well as a strategic approach (change management and education).”

Speaking on his opinion regarding performance marketing this year, Chau told MARKETECH APAC that with the tightening of budgets, marketing ROI will be a key challenge.

“More than ever, marketers will be challenged to show immediate ROI, even in branding campaigns. These is also an opportunity for marketers to rethink and upgrade their marketing performance frameworks, to better track, optimize, and maximize the return of their marketing efforts,” he said.

He also added, “In my view, it will be establishing a truly holistic marketing performance measurement framework across all channels, all content, and all campaigns. It is about understand the true drives and levers that allows you to create real impact and real ROI.”

Chau’s appointment comes recently off the appointment of Mahima Tankha Marwah as Sun Life’s new chief client experience and marketing officer for Asia. In that role, she will lead Sun Life Asia’s marketing strategy, brand development, philanthropy activities, client listening and measurement and the development of new solutions to enhance client propositions.

Singapore – Sun Life has announced that Mahima Tankha Marwah has been named as the new chief client experience and marketing officer for Asia. In her new role, Marwah will lead Sun Life Asia’s marketing strategy, brand development, philanthropy activities, client listening and measurement and the development of new solutions to enhance client propositions.

She brings over 20 years of experience in channel management, brand management, digital marketing, customer experience and insights in life, health, and general insurance in Asia. Prior to joining Sun Life, Mahima held senior insurance distribution, client experience and marketing roles at global financial services providers, FWD and Allianz.

Speaking on her appointment, Marwah said, “I am excited to join Sun Life to continue to grow their world-class Client Experience and Marketing function. I am excited to work with new colleagues across Asia to drive business growth and deliver solutions that will help client’s meet their health and wealth goals.”

Meanwhile, David Broom, chief client and distribution officer for Asia at Sun Life, commented, “I’m thrilled to welcome Mahima to the team. Her extensive experience and proven track record in brand and product marketing, customer experience and insights, and digital sales will enhance how we connect with our clients and ensure we continue to deliver exceptional experiences and drive growth across Asia.”

Hong Kong – After a regional review involving eight network agencies, it’s Havas Media that ultimately snared the account of international financial services firm, Sun Life. Havas Media will now be officially the company’s agency of record (AOR) for its markets in Asia namely, Hong Kong, Philippines, Vietnam, Indonesia, Singapore, and Malaysia. 

The agency’s remit includes providing regional strategic leadership, coordination and reporting, with full-funnel local advertising and SEO services. 

The partnership with Sun Life will be led by the Havas Regional Hub in Hong Kong and be supported by its local Havas offices. The media agency will also be partnering with advertising agency Invictus Blue and digital marketing agency First Page SEO in fulfilling its AOR role.

David Broom, chief client experience and marketing officer of Sun Life, commented that through its long-time provision of services to clients in Asia, it has become a trusted brand in the region.

He added, “As we continue to grow and as digitalisation and media consumption trends rapidly evolve, we required a partner that could help us both now and into the future. We are very pleased to partner with Havas Media and look forward to working together.”

Meanwhile, Andrew Cawte, managing director of Havas Media in Hong Kong, said that with the aim of winning the confidence of the Sun Life team, they have taken the time to understand its integrity and community values.

Cawte added, “Having such a long history in Asia, their credibility and customer understanding are unparalleled. We are really looking forward to helping them unlock their enormous potential, over the coming years.”

Jakarta, Indonesia – Independent agency M&C Saatchi in Indonesia has won the business of Sun Life Indonesia, following a multi-agency pitch that saw 6 agencies participate. Through the new business, M&C Saatchi will be developing a new brand platform for Sun Life Indonesia and executing it through the line. 

Sun Life Indonesia has been operational since 1995, and provides clients with a comprehensive range of protection and wealth management products, including life insurance, education insurance, health insurance, and retirement plans. The brand’s purpose is to help our clients achieve lifetime financial security and live healthier lives. 

Speaking about the recent update, Shirley Ge, chief marketing officer at Sun Life Indonesia, said, “At Sun Life Indonesia, we have been leading innovation as a fast growing brand, with a clearly defined brand purpose to help Indonesians families achieving financial security and live healthier lives.” 

She added, “We were seeking an agency partner that resonates our values and is brave at challenging market stereotypes in the insurance category. In M&C Saatchi Indonesia, we found our match.”

Meanwhile, Anish Daryani, founder and president director at M&C Saatchi Indonesia, said, “The post pandemic era has opened people’s eyes to the need for financial security, which is great for the insurance sector, which has otherwise seen rather low penetration in Indonesia.”

He added, “I believe Sun Life Indonesia is an ambitious brand with a very clear goal, and we are committed to drive value for them with our infectious enthusiasm and channelising their purpose to commerce.” 

Hong Kong – Insurance company Sun Life in Hong Kong has launched its first non-fungible tokens (NFTs) project, marking its 130th anniversary. This move follows the company’s new branding campaign ‘Change Into a Happier You’.

Until 30 September 2022, the top 130 Clients who pay the highest amount of Annualised First Year Premium1 and the top 130 advisors with the best performance will each receive one unique Sun Life Hong Kong limited edition NFT2 for free. 

Moreover, clients who become NFT holders can enjoy a premium rebate1 of up to HK$1,3003 in the next purchase. Sun Life Hong Kong will also be giving away the NFTs to 130 selected staff.

Clement Lam, CEO of Sun Life Hong Kong, shared that digital innovation creates new possibilities and changes people’s lives in often unexpected ways, and they always strive to stay ahead by enhancing the experience journey of their clients and advisors using digital technology. 

“2022 marks the 130th anniversary of Sun Life Hong Kong. We are thrilled to celebrate our special moment and share our joy with our stakeholders through the creation of this NFT collection,” said Lam.

Meanwhile, Chris Fung, chief client and marketing officer at Sun Life Hong Kong, said they will launch an exclusive NFT collection themed around ‘130th anniversary’ and ‘Hong Kong’ that will be co-created with Yobe, a local illustrator. 

“The design of the digital artworks will feature various aspects of living showcasing local culture and traditions. This series of digital collectibles marks our first step in entering the metaverse. In addition, we plan to include a number of different elements in the NFTs so as to create more exciting experience for our clients. We will also continue to integrate more online and offline interactions striving to take our innovation advancement to the next level,” added Fung.

Singapore – The Singaporean arm of insurance company Sun Life has appointed VCCP Singapore as its creative agency partner to craft a brand strategy and narrative that resonates with the targeted ‘High Net Worth’ and ‘Ultra High Net Worth’ client segments of Sun Life in Singapore. 

VCCP Singapore will, amongst other things, assist Sun Life Singapore to increase brand awareness and build a premium and highly differentiated brand identity for Sun Life, which is a new entrant into Singapore’s highly competitive and matured financial services industry. 

In addition, as Sun Life Singapore’s full-service partner agency, VCCP will be responsible for brand and marketing campaign development and amplification under the global brand tagline ‘Life is brighter under the sun’, brand strategy, digital communications and customer experience. 

Work commenced immediately and the first campaign work was launched in March 2022. More brand creation works are in the pipeline as of this writing.

Michael Wei, chief partnership and marketing officer at Sun Life Singapore said, “We were impressed with the breadth of financial services experience from the team at VCCP, their understanding of the emerging needs and ambitions of our audience as well as the creativity behind their many works. We’re pleased to have a strong partner in VCCP to help us establish Sun Life brand in Singapore and challenge our competitors in the market.”

Meanwhile, Craig Mapleston, CEO at VCCP Singapore, commented, “Sun Life has a rich and successful history across many markets, and we’re excited to be working with the Singapore team to replicate that success here. It’s such a competitive category, but also one that needs to move much more at the speed of culture. We’re looking forward to providing a differentiated and relevant choice for modern Singaporeans.”

Manila Philippines  – Acquiring insurance will always carry its own complexity, and in a bid to trivialize the process of finding the right financial product for consumers, the Philippine arm of Canada-born insurance company Sun Life has launched a campaign that bundles insurance products with mutual funds, rolling them out as different “starter packs.” 

Dubbed as “Celebrity Product Starter Pack,” Sun Life wanted to make insurance friendlier by offering “combos” specifically curated for each life stage, enlisting well-known Filipino celebrities that best represent such stages to forefront each bundle. 

Sun Life offers five starter packs, namely, the Adulting, Negosyante (entrepreneur), Newlywed, Health, and Parent of OFW (overseas filipino worker) bundles.

For each starter pack, one insurance and mutual fund is bundled together. For example, the Adulting Starter Pack, which is the brand’s offer for first-time workers discovering their independence, combines its basic life insurance plan Sun StartUp and minimal risk mutual fund Sun Life Prosperity Money Market mutual fund for an affordable monthly premium starting at P2,000 ($50). 

The said starter pack is endorsed by Gen Z actor and singer Iñigo Pascual. Meanwhile, for its Negosyante or entrepreneur bundle, the brand got young adult and TV personality Enchong Dee.

For its Newlywed Starter Pack, Sun Life has partnered with recently wedded Matteo Guidicelli, who created buzz earlier in the year for his secret wedding with popular Philippine pop star Sarah Geronimo. 

For its Health and Parent of OFW starter packs, on the other hand, Sun Life appointed Piolo Pascual, who is also the brand’s main endorser, and Charo Santos-Concio, respectively, who is a well-known media executive in broadcast giant ABS-CBN. 

The campaign is a digital campaign with banners rolled out on its social media channels Facebook and Instagram. A 6-second spot for each starter pack has also been published on YouTube, with the brand also executing native email advertisements.

Sun Life Chief Marketing and Client Experience Officer Gilbert Simpao said the company released the bundle marketing campaign, having found that many Filipinos consider insurance as an overwhelming and expensive endeavor. 

“This [insight] prompted Sun Life to highlight and offer the budget-friendly essential products to start their financial foundation with. These insurance and investment starter packs can suit different lifestyles and needs of Filipinos,” he said. 

He added, “With the Celebrity Product Starter Packs, Filipinos will have a clearer starting point in their pursuit of their financial goals, especially now that everyone is striving to rise above the challenges presented by the pandemic.”