March 2006 Campaign Sun Life Financial launched its new corporate branding campaign with the theme of "Better Understanding For Better Choices" in March 2006. The campaign aimed to establish the image of Sun Life Financial as professional and dedicated, through its advisors, distributors and staff, to helping customers fully understand their protection and wealth management needs to make better choices for themselves and their families. The creative message of the campaign was driven by the market survey commissioned by Sun Life Financial in 2005. The survey found that customers generally find it difficult to understand the terminology and sophisticated proposals presented in the wealth management and protection industry. To most people, these explanations even sound like the gibberish of space aliens. Comprehensive media coverage, both indoor and outdoor, included prime-time broadcasts on TVB Jade, TVB Pearl and Cable TV, TVB sitcom sponsorship, newspapers, magazines, Elizabeth House outdoor advertising billboard, bus body advertisements, concourse and platform ads at Central and Tsimshatsui MTR stations, MTR plasma TV coverage, and KCRC LCD network coverage. The two brand new 30 sec TV commercials, namely "New Family" and "New Business", adopted a casual and humorous style while using the words of space aliens and employing special visual effects to demonstrate the difficulties faced by customers in understanding the terminology and complex proposals presented in the wealth management and protection industry. 2004 and 2005 Campaigns Our television-led branding "Shining on you" campaign was launched from May to August 2004 to reinforce the perception that we brought strength, abundance, growth, success and power to our customers like the sun did. The campaign revolved round TV exclusively on TVB Jade, bus advertising as well as outdoor TV at Times Square and Worldwide House. The creative message attempted to capture the essence of the sun as reflected in our corporate brand name. Re-running "Shining on you" campaign in February 2005, we had an outdoor TV commercial at Times Square, major MTR stations, and the Worldwide House. Our pilot run advertisements on tram shelters turned out to be very successful in illustrating the various insurance coverages available at different stages of life. 2003 Campaign We reinforced our position as a leading financial partner to make "Your Dreams" as "Our Commitment" in 2003. Our product campaign adopted an emotive approach to turn the features of our whole life series into appealing attributes for customers via the use of print ads and bus emperor ads. Four sets of distinctive creative ideas were developed under the umbrella tag line, "Benefits that shine", illustrated how the new series, like the power of sun, backed up our customers to realize their retirement, target savings, life protection dreams and their child's education dreams. 2002 Campaign We launched "Your Dreams Our Commitment" in March and June 2002 focusing on target savings and education. © 2006, Sun Life Hong Kong Limited. All rights reserved. This site is best viewed with Microsoft Internet Explorer 5.5 SP2 128 bit encryption or higher.