Brand: ManulifeAdvertiser: ManulifeAgency: Dentsu McgarryBowenCountry: Hong Kong
Campaign objectives & challenges
Launching a new product during the most challenging time in recent history
2020 was a year to forget, and it was especially true for Hong Kong's insurance category. With a 34.4% drop in new product sales in the first half of 2020, the category experienced the worst slump since the 2008 financial crisis and it could be the worst year on record.1
Unlike most markets, Hong Kong relies heavily on mainland visitors for growth. As borders closed down due...