Manulife wins top honour for “Outstanding Integrated Marketing Strategies” with tax-deductible retirement solutions campaign at the Hong Kong Insurance Awards 2020

Hong Kong – Manulife Hong Kong won two accolades in the Hong Kong Insurance Awards 2020 in recognition of its remarkable marketing strategies, as well as product and service excellence, taking the top honour for “Outstanding Integrated Marketing Strategies” and ranking among the top three for “Outstanding MPF/Employees’ Benefit Product/Service”. These achievements join three trophies Manulife won recently at Marketing Magazine’s PR Awards 2020 for the effective PR-led communications approach adopted in its Tax-Deductible Retirement Solutions Campaign.  

Manulife’s Tax-Deductible Retirement Solutions Campaign, launched as the go-to solutions for retirement and health protection which provide tax benefits to help people save smartly while easing their tax burden, won in the “Outstanding Integrated Marketing Strategies” category after a successful drive to build growth in brand awareness, consideration, impression and purchase intention. Manulife’s tax-deductible retirement solutions include Voluntary Health Insurance Scheme (VHIS) and Qualifying Deferred Annuity Policy (QDAP) products, and Tax-Deductible Voluntary Contributions (TVC) for MPF contributions.

The award-winning integrated marketing and PR campaign comprised two phases. First it focused on building awareness about the tax-deductible products initiated by the Hong Kong government last year, so customers could learn how to maximize tax rebates while planning for retirement. Having effectively captured consumer attention, the campaign strategy shifted to creating a sense of urgency about buying tax-deductible products before the end of March to enjoy tax benefits for the 2019/2020 assessment year.

“We are extremely honoured to receive these awards, which not only recognize the success of our campaign promoting these comprehensive solutions and how receptive our customers have been to them, but also the hard work of our teams in the extremely difficult environment we all navigated this year amid the global pandemic,” said Damien Green, Chief Executive Officer of Manulife Hong Kong and Macau.

“Manulife is one of the few insurers capable of providing customers with all three tax-deductible solutions and since the second quarter of 2019, we have been a front-runner in the tax-deductible solutions market. We are fully committed to providing Hong Kong people with well-rounded protection from health to retirement, as well as the benefits of tax savings. This award is a strong testament to our customer centricity and our excellence in delivery. We look forward to making even greater strides in developing innovative solutions to help our customers live every day better.”

The Hong Kong Insurance Awards capped a winning streak for Manulife’s Tax-Deductible Retirement Solutions Campaign, which won separate accolades in three categories at the PR Awards 2020: Gold in Best Launch/Rebranding; Silver in Best PR Campaign – Finance and Insurance and Bronze in Best Integrated Communications. The awards underline the communication campaign’s effectiveness in raising public awareness, driving behavioural change and increasing brand consideration, as reflected in Manulife’s continuous business growth driven by outstanding performance of the tax-deductible solutions.

Organised by the Hong Kong Federation of Insurers (“HKFI”) in collaboration with the South China Morning Post, the Hong Kong Insurance Awards are among the most prestigious and reputable annual celebrations in the Hong Kong insurance industry, highlighting outstanding performance and innovation among the industry’s key players. The prominent panel of judges was comprised of respected figures from the insurance industry and related fields in Hong Kong. The judges selected the most deserving finalists and winners to set benchmarks and maintain superb professional standards across the industry.

Organized by Marketing Magazine, PR Awards 2020 is the definitive awards programme designed to recognize and reward PR practitioners in the communications industry. Entries are judged by an independent panel of experienced communications experts.