Insight: Many millennial professionals think planning for retirement is not fun and daunting. What if we tried to change perceptions about retirement plans? With Manulife, our audiences can guarantee having a great game plan for their retirement.

Idea:
A gamification contest designed to acquire leads and entice younger professionals to start playing for their dream retirement instead. All they have to do is accumulate the most Manulife dollars by unlocking vaults of three difficulty levels and competing in Weekend Challenges. The campaign ran for 1 month and was amplified by social media posts and videos, influencer engagement, and OOH bus shelter ads.
 
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