Manulife Hong Kong, the Hong Kong-based arm of the Canadian financial firm, has launched a multi-channel advertising
campaign entitled
“For your future: It’s your life. It’s your choice”. 

Working
with advertising agency DDB Hong Kong, the multi-channel campaign was developed
around the concept: “It’s your life. It’s your choice” and will span television
commercial, print advertising, out-of-home display, interactive, digital advertising and online social-media programme.

“In a category that is laden with clichés, we have developed a campaign for the Hong Kong heritage brand Manulife that shows its understanding of each customer’s individual needs," said Simone Tam, president, DDB Group Hong Kong and Guangzhou.

“The Hong Kong campaign entitled ‘For your future’ aims to
establish a brand preference for Manulife among consumers, and build upon the
already high level of brand awareness that we enjoy in the market," said Michael Huddart, executive vice president and chief executive officer for Manulife Hong Kong.

Print
ads, to run in major dailies with the strap-line “No matter what your life
destination is, we have a plan for you” feature a variety of hopes and goals of
people in Hong Kong. Billboards, TV commercials and bus adverts will also be used. The exterior of Hang Lung Centre in Causeway
Bay has been thematically wrapped in green, and nine one-metre-tall
interactive green cubes will be erected along Paterson Street in Causeway Bay.

The
branding campaign also includes a digital and social-media programme to engage
young people with the brand.

Funds under management by
Manulife Financial and its subsidiaries
were $481 billion Canadian dollars ($461 billion) as at June 30, 2011.