Manulife Hong Kong has launched a creative, comprehensive multichannel marketing campaign to highlight how to increase the chances of survival against critical illness. The campaign promotes Manulife’s two new critical illness plans, ManuPrimo Care and ManuPrimo Care (BestStart) (the “Plans”).
Following on from the success of the ManuBright Care 2 “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 emphasizing how people have a better chance of survival with early preparation. The newest campaign was created after Manulife’s customer insights[1] revealed the evolving needs of consumers and the demand for customer-centric critical illness solutions with greater flexibility and options.
New campaign promotes core message: No matter the diagnosis, with smart and flexible plans, you can have a better chance of survival.
Devised by Manulife’s creative partner dentsu, the campaign kicked off on August 1 with a product launch event and the premiere of an action-packed, entertaining cinematic commercial featuring well-known Hong Kong actors Gordon Lam and Louise Wong as product ambassadors. Highlighting the message of easing the financial burden of medical costs and early protection, it features a couple – Lam and Wong – who are special agents discussing the importance of upgrading their critical illness plans over dinner. The engaging online commercial creatively promotes the health benefits and financial support of the Plans to a wide target audience in Hong Kong.
“Critical illnesses vary from person to person and each recovery journey is unique. With this in mind and to encourage people in Hong Kong to better prepare for all eventualities, our new campaign helps the audience understand the importance of critical illness coverage,” said Kenneth Luk, Head of Marketing, Manulife Hong Kong and Macau. “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.”
Manulife’s large-scale campaign is featured prominently 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. Furthermore, 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.
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. The social video focuses on the customer-centricity of the Plans, highlighting the flexible cancer payout options. There is also a 35-second TV commercial on ViuTV and OpenTV to explain how the Plans support customers on their recovery journey from diagnosis to treatment. Continuing the theme from the commercial, the bite-size videos star Lam and Wong as special agents promoting the benefits of the Plans.
Gordon Lam, actor, product ambassador for ManuPrimo Care, said: “No matter where you are in life, or your career, you should be able to choose critical illness protection plans which are smart and flexible enough to help fight all eventualities. Working on this campaign allowed us to share this vital message to a wide audience.”
“I have portrayed many roles in films and TV shows, but this was the first time I’ve ever played a special agent. In this role, it was crucial to show the audience that even special agents need to look after their health and prepare for the future. It was an exciting experience working on this interesting and unique project about such an important health topic,” said Louise Wong, actress, product ambassador for ManuPrimo Care.
“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 Jeffry Gamble, Chief Creative Officer, dentsu International Hong Kong.
To watch the action-packed commercial, please click HERE.
[1] Manulife conducted an online survey in April 2022 to gather insights about Hong Kong consumers’ concerns and needs about critical illness. The survey sampled 633 adults aged 25 to 54 with monthly household income of HK$30,000 or above in Hong Kong.
