Retirement Campaign 2020
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CHALLENGE: Brand awareness of Sun Life is still low. The market is dominated by industry giants like AIA, Manulife, Prudential and AXA, who run multi-million-dollar campaigns featuring top-tier celebrity spokespersons.
STRATEGY: Be relevant, entertaining and informative. Address real consumer pain points in retirement planning in a light-hearted manner and offer solid solutions through a credible, likeable spokesperson.