Manulife Financial is letting older Canadians who feel unprepared for retirement know that it’s not too late.
The “Real Retirement Stories” campaign from DDB Canada’s Toronto office runs through Aug. 26. It is based on the creative insight that the target audience–people 50 to 59–is apprehensive about talking about their finances, feels anxious about retirement and believes they are alone in how little they have prepared.
A 30-second TV spot, “Hurdles,” opens on an older man jogging, only to begin encountering obstacles representing financial commitments such as a mortgage, a struggling business and his children’s university education in his path.
“Suddenly I was 50, with little saved and only 15 years left to prepare…but I did it,” says the accompanying voiceover as the man successfully navigates his way through the various hurdles.
The spot directs viewers to a microsite where they can read and watch mini-documentaries about Canadians who have created a stable future despite getting a late start on planning their finances.
The site serves as an interactive retirement solutions centre with a Q&A section, tips on how to best approach a financial advisor and tools and calculators to help them prepare for their retirement.
According to a recent survey conducted by Manulife, having sufficient retirement income was deemed very important by 82% of Canadians, ranking third behind “having good health” (94%) and “being debt-free” (85%). The survey also found that only 21% of Canadians seek out professional advice in managing debt and day-to-day finances. Among those who do, 70% report that an advisor has helped them create a plan to become debt-free.
Social media, print, digital banners and a content marketing partnership with The Globe and Mail round out the campaign.
