Sun Life inspires HKers to plan for retirement early with reward giveaway

Sun Life is distributing 30,000 gifts to Hongkongers as part of its latest campaign to encourage the locals and mainland Chinese visitors to plan for retirement early.  

Also known as “360 Worry-free retirement”, the campaign runs every Tuesday from 25 February to 25 March 2025, along with the launch of a comprehensive retirement planning solution. 

The campaign is also built on the results of a recent Sun Life survey called "Retirement Reimagined: facing the future with confidence", which showed that many Hongkongers lack understanding and action when it comes to retirement planning.  

To raise public awareness about the importance of retirement planning, Sun Life adopted a multi-channel approach including traditional advertising through TV commercials and digital marketing to drive conversions and encourage everyone to take the first step toward retirement planning​, said Amy Lo, chief client officer, Sun Life Hong Kong in a conversation with MARKETING-INTERACTIVE.

"We also drive location domination in Tsim Sha Tsui with prominent OOH billboards. Furthermore, we partnered with multiple popular local retail malls for engaging activations. Through this multi-lateral and diversified approach, we hope to engage not only the retirees but Hongkongers across all age groups to plan early for their retirement and encourage them to take action," she added.

As part of the campaign, participants can follow the instructions in the social media posts on Sun Life’s official Facebook and Instagram pages, or scan the QR code featured in the outdoor advertisements to complete a simple questionnaire for a chance to win dining, travel, grocery and entertainment rewards.  

Clients who schedule a meeting with a financial advisor during this period will also have the opportunity to receive additional cash vouchers. The campaign is done in partnership with Weber Shandwick as PR agency and Leo as creative agency.

Christine Yeung, general manager, life and health, Sun Life Hong Kong, said: "We understand that every Client has unique retirement needs. That’s why we continuously innovate and offer a wide range of retirement planning products and services, including the Policy Reverse Mortgage Programme and the Reverse Mortgage Programme launched last year, offering Clients an additional solution for securing stable income. This year, we will further expand our product portfolio to comprehensively address the diverse needs of our Clients in retirement planning.” 

Amy Lo, chief client officer, Sun Life Hong Kong, said: "To raise public awareness about the importance of retirement planning, we are launching the ’Act Now and Plan for a Confident Retirement Future’ promotional campaign from 25 February to 25 March. Through this initiative, we will distribute 30,000 free rewards to encourage everyone to take the first step toward retirement planning." 

Don't miss: Sun Life redefines art fair experience with ART021 HK title sponsorship

Back in August 2024, Sun Life sponsored the ART021 HONG KONG Contemporary Art Fair, following its launch in mainland China with over 20 international-grade art fairs hosted over the past decade. 

Founded in 2013 in mainland China, the annual art fair has gained popularity among celebrities and art collectors over the years, providing a professional platform for art-lovers to exchange ideas and share the latest trends in contemporary art. 

As the title sponsor, Sun Life aimed to transcend geographical boundaries, providing an international platform for artists from Hong Kong, mainland China, and around the globe.  

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