Hong Kong’s pension governing body selects Draftfcb after five-way pitch

The mission of the MPFA is to help Hong Kong's workforce accumulate retirement savings by maintaining an efficient and effective pension system. The main focus of Draftfcb’s work will be the launch of the Employee Choice Arrangement (ECA), under which employees will have greater autonomy  with regards to MPF schemes.

From 1 November this year, employees can choose to transfer their contribution account and accrued benefits to a trustee of their choice. Before that, a long-term integrated campaign will be launched sometime in the fourth quarter of this year.

Iris Lo, Draftfcb Hong Kong's managing director and executive creative director, told Campaign Asia-Pacific that the challenge of the campaign is how to encourage employees to be more proactive in managing their MPF investment when it is such a low-involvement product from the consumer's point of view.

"Our creative concept will focus on communicating empathy for the labour put in by salaried workers and will have different messages in staggered phases of the campaign," Lo added.

MPFA is the latest public organisation client to engage Draftfcb, following the Hong Kong Trade Development Council (HKTDC).