Manulife Hong Kong launched a new campaign, called PlanSimple, to encourage millennials to start planning for their future.

With photos

Hong Kong — Today, Manulife Hong Kong launched a new campaign, called PlanSimple, to encourage millennials to start planning for their future so they can pursue their passions with confidence, now and for years to come. 

Built on the previous award-winning Retirement Solutions campaign which aroused public awareness on retirement planning, PlanSimple aims to engage a younger group of audience in their mid-20s to mid-30s to start financial planning early. This tech-savvy, media-connected group accounted for 24% of the Hong Kong labour force with approximately 950,000 individuals in the first quarter of 20181 . To connect with them, Manulife launched a new infotaining PlanSimple website, where millennials can find useful tools including bitesize videos, case studies, expert views and purpose-built calculators to plan for their finance and protection. 

Isabella Lau, Chief Customer Officer of Manulife Hong Kong, said, “When we are young we never stop wanting to pursue our passions. The PlanSimple campaign reminds today’s young people that the earlier they start planning their finances, the more likely they are able to live their passions. To engage them in the conversation, we are going to tell the true stories of their peers – a way that better clicks with this more socially connected generation. Millennials will find inspiring stories of Key Opinion Leaders (KOL) on how to plan things out to ensure an exciting yet stable financial future.”

At the heart of the PlanSimple campaign are the personal stories of a select line up of millennial KOLs, namely pop singer Jason Chan; champion bodybuilder and mother-of-four Lisa Cheng; Pandora Cake Shop owners and entrepreneurs Jess Leung and Kalvin Wu; and globe-trotting TV host Jarvis Chow. They will be presented in a series of videos, highlighting how financial planning has helped them navigate life’s challenges, build the future and pursue passions. 

The PlanSimple campaign is rolling out with engaging online videos and other digital content. The campaign will be activated across a variety of platforms, including TV commercials, MTR advertising, and social and online media, from today to October 2018. 

Advertising agency mcgarrybowen is engaged in creating Manulife’s PlanSimple campaign. Its Chief Creative Officer Jeffry Gamble said: “Millennial is certainly a target segment many marketers are seen heavily investing in. We approach them having understood the segmentations within the group and go after the persona that will be more receptive of the concept of early financial planning. Creatively, we are not telling these customers to pursue their dreams no matter what, but to pursue passions that add value to their life more confidently. Hence, we helped Manulife create a peer-influenced PlanSimple campaign.” 

The videos featuring Jason Chan and Lisa Cheng premiered on PlanSimple website today. To watch, click here.