Manulife Financial breaks national campaign
By Adnews Staff
Manulife Financial of Toronto has launched a new advertising campaign aimed at people who are 10-to-15 years away from retirement and feeling unprepared. The campaign, developed by DDB Canada of Toronto, is intended to address fears about retirement via stories from real Canadians. It also encourages consumers to use a Manulife Financial advisor, even if they have not yet begun financial planning. The initiative includes a 30-second television commercial called "Hurdles" that compares an older man on a morning jog with metaphorical hurdles in their retirement planning such as mortgages and college fees. The television creative also encourages consumers to view a series of online videos depicting Canadians who succeeded in planning for retirement despite starting later in life. The campaign also includes web-based materials, social media activities, online advertising and a content partnership with the Globe & Mail. "A large majority of aging Canadians are concerned about their retirement income, but only 21% of them are actually seeking help from an advisor," said Todd Mackie, executive creative director at DDB Canada. "Our approach with this campaign is to use real retirement stories from other Canadians to paint an honest picture of the challenges they faced and how Manulife Financial helped them combat financial worries."