The Background / Challenge

Perception Gap

Consumers often perceive financial planning as a complex, product-first exercise. Manulife sought to transcend this by shifting its brand role from a mere product provider to a lifelong partner for progress, aligning with its core positioning of「與你同行，成就更好」.

Phygital Integration Hurdle

The campaign needed to seamlessly bridge the gap between high-level digital storytelling (social media, AI-driven content) and tangible offline experiences to make an intangible financial concept resonate with audiences.

The Strategy

Human-Centric Narrative Shift
Prizm developed the integrated campaign 「宏利與你未來啟航 延續財富價值」 to re-engineered the campaign narrative from product-first to life-first, framing savings insurance not as a rigid product but as a flexible tool for designing a personalized life journey across key stages.

Persona-Driven Content Ecosystem
Deliver hyper-relevant content that addressed specific life ambitions and financial pain points, ensuring each segment felt "seen".

O2O2O Engagement Model
Architected a seamless Online-to-Offline-to-Online (O2O2O) journey. This model drives audiences from social media awareness (Online) to an immersive offline movie festival, which then generates new content and leads for digital retargeting and nurturing (Online), creating a self-sustaining engagement loop.

The Execution

Phased Campaign Rollout
Executed a multi-stage launch over 1H 2026, beginning with a master AI manifesto video, followed by deep-dive persona content, amplification via Club 80 YouTube lives, KOL-led Q&A videos, and culminating in the offline 儲起未來電影節.

Integrated Channel Orchestration
Deployed a rich mix of formats across social platforms using 1 master AI video, 4 persona-specific AI videos, and 4 explanatory animations. Online traffic was funneled to a central campaign hub. 

Offline Cultural Activation
Partnered with YouTube channel「會八十 Club 80」to launch the 儲起未來電影節, a series of movie screenings in Hong Kong and Macau. Each screening featured a classic film (e.g., 飯戲攻心, 歲月神偷) followed by a host-led discussion connecting the movie's plot to real-world financial planning.

KOL & Lead Nurturing Loop
Leveraged KOLs,千頌C and 張新悅 to produce multi-channel video content. The campaign featured them on Club 80’s YouTube Live streams discussing film-inspired personal and family financial planning, where online ticket registration successfully captured a robust pipeline of qualified leads. 

In addition, a specialized video series explored their financial perspectives based on their life stages. To bridge these real-life stories with actionable solutions, a Manulife Senior Manager was integrated to provide expert financial guidance.

Club 80 Live streams:

KOL interview video series:

The Sparkling Spots

AI-Powered Cinematic Storytelling
Utilized Generative AI to create a visually consistent protagonist across different life stages in the campaign videos. This technological choice bypassed the complexities of casting and aging real actors, creating a deeply resonant and emotionally continuous "life journey" effect that reinforced Manulife's role as a lifelong partner.

Pioneering Branded Cultural Platform
The campaign launched the 儲起未來電影節, an unprecedented move for an insurance brand. By embedding financial concepts within the cultural context of beloved Hong Kong films and leveraging the credibility of Club 80, Manulife transformed a transactional product promotion into a relatable, human-centric cultural event.

The Result

Massive Digital Reach & Engagement
The online video content achieved over 9 million views across platforms, validating the life-first creative approach strongly resonates with audiences. 

Exceptional Offline Conversion
The 儲起未來電影節 was a resounding success, with the first two screenings achieving 100% full attendance and the first four averaging an impressive 91% attendance rate, proving the phygital model's power to convert online buzz into offline action.

Strategic Market Impact
The integrated O2O2O ecosystem successfully shattered category clutter, generating a high volume of opted-in leads for agent nurturing. The campaign elevated Manulife's brand perception from a functional product provider to a culturally relevant life partner, driving both upper-funnel awareness and lower-funnel consideration.