What was originally our challenge turned into our opportunity – as Hong Kong people were actually aware of the skyrocketing inflation, we took the chance to engage them at the moments when they were price-sensitive!

Our idea Price of Living 2040 was to hijack consumer’s routine to make them realize the impact of time on their future standards of living. With the basic cost of living in the future, we wanted to give them a wake-up call to start planning for the future!

Although many of our competitors have seen an opportunity in the retirement insurance category, most competitors usually promote their retirement planning products with rosy dreams that are unaffordable. But people simply do not see the future needs after retirement, let alone the rosy dreams that insurance companies promote with! Our idea broke new ground in communicating “retirement insurance” to the audience.

We smartly fused our content into information hubs of bargained deals and context-relevant media channels, including Yahoo! Deals, budget travel advisor Flyagain.la, HK Movie Mobile App and house finder 28Hse.com, taking audience by surprise at their most price-sensitive moments! For instance, when a young couple was trying to find cheap flats on 28Hse.com, they would be drawn to our “affordable” Nano Flat before realizing it was actually a stunt!

We extended our idea to social media channels as we created even more “new products” to strengthen the impact by reaching a wider segment of lifestyle seekers:

• The One Piece Chip Pack

• The Chinese Cabbage Feast

• The 5ml Skincare Solution

Besides native advertising, our search and programmatic buying strategies were also optimized to secure visibility, and retarget engaged audience to drive conversions on RetireSimple.HK, where audience could browse the retirement plans and finally make an appointment for detailed discussions.

The resilient lifestyle of 2040 echoed the tough living conditions in Hong Kong, generating enormous resonance and massive buzz on media.

• “Lifestyle of 2040” videos were watched 1.22M+ times in just 8 weeks, 3x industry average

• Generated 6,900+ Likes, 2,600+ Shares and 210+ Comments on Facebook

• Engaged 10+ social influencers, 2M+ people organically reached

• Native content yielded a phenomenal Click-Through-Rate of 1.3%, 10x industry’s average

• Generated HKD500K+ PR value.

More importantly, we communicated the importance of retirement planning and translated the awareness into business results! Post-campaign research showed that:

• Brand score +26%

• 70%+ of engaged audiences agrees the campaign “triggered me to start planning for requirement”

• 75%+ of engaged audience aware of the impact of inflation on their retired life

• 80%+ of engaged audience aware of our major product offerings

• 21% existing customer expanded their insurance portfolio to include retirement solutions

• New customer acquisition +8% YOY.