China Life (Overseas) launches “Change is constant. So is our promise.” New Television Ad Campaign
China Life (Overseas) is launching a new television advertising campaign as part of a cross-platform strategy under the tagline, “Change is constant. So is our promise.” Against the inevitability of a changing world, it highlights the importance of prioritizing retirement planning. China Life (Overseas) offers a comprehensive range of retirement protection solutions along with a full range of annuity, savings, critical illness and medical, and MPF products. Its annuity plans rank first in terms of total premiums for new business in Hong Kong*.
The first television campaign to promote both product and branding, the advertisement delivers its core message through a lively montage of scenes that capture changes in everyday life as well as around the globe. To adjust, we need to take a proactive approach to early retirement planning, which is where China Life (Overseas) can lend a hand.
“Change is constant. So is our promise” is succinct and relatable enough to immediately capture your attention. The advertisement’s main character ages in a matter of seconds as time flies by, underscoring the urgency of retirement planning. It is a down-to-earth message that will resonate strongly with audiences.
The advertisement also points out that China Life (Overseas) annuity plans rank first in terms of total premiums for new business in Hong Kong*. China Life (Overseas) offers a comprehensive portfolio of annuity, savings, critical illness and medical, and MPF plans, making it your ideal retirement planning partner no matter what lies ahead.
The advertisement was first broadcasted on 13 June on TVB Jade. It is also available on other media platforms such as TVB News Channel, myTV Super, Cable TV, Fantastic TV, Cable TV website, now TV and MTR In-train TV for the East Rail, West Rail and Ma On Shan Rail lines, as well as social media platforms such as Facebook, YouTube and WeChat.
With the launch of this television campaign, outdoor advertisements are also rolling out on buses, trams and digital panels at the airport. This cross-platform engagement strategy emphasizes the commitment of China Life (Overseas) to sharing its message of “Change is constant. So is our promise” across Hong Kong and the Greater China area.
Click here to watch the new television advertisement from China Life (Overseas): https://youtu.be/5ypJjJYTcaI
*Source: Total Individual Annuity New Business, Annual Statistics for Long Term Business 2016, Insurance Authority
Using a lively tone, the campaign reminds the public to begin their retirement planning early with the help of China Life (Overseas) – “Change is constant. So is our promise.”
