PHD Hong Kong scooped two Silver awards at the AMES (Asian Marketing Effectiveness and Strategy) Award ceremony held on May 31st at the Grand Hyatt Singapore.

PHD Hong Kong’s highly awarded campaign for Manulife – “Price of Living 2040” took home a Silver in the “Media Strategy: Digital Media” category and also picked up the Silver in the “Media Strategy: Financial Services, Commercial Public Services, Business Products & Services” category.

With the cost of living in Hong Kong being the second highest in the world, PHD’s strategy for pension provider, Manulife, was to help convince the public to spend less now in order to save for their future by introducing glimpses into the “price of living 2040”.  Targeting price sensitive moments, consumers were shown ludicrous glimpses of their future, for example, when a couple searched online on a participating real-estate website for a new home, they were taken to an online walk through of a nano-flat, before realising it was a future way of living and not something available now.  The “price of living 2040” became a much talked about subject on social media, triggering high volumes of the general public to start thinking about retirement planning with Manulife.

PHD helped give the people of Hong Kong a wake-up call so they could start to save now and avoid the scenario of 2040 living which was being presented to them.

The Asian Marketing Effectiveness and Strategy Awards are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.