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.