Who says MPF has to be dry? For AIA MPF, Butter Creative turned a routine financial obligation into a premium public spectacle that captured the attention of the Hong Kong workforce.

The Challenge

With the rollout of the eMPF centralized platform and full fund portability, members now enjoy complete freedom to move their funds. Instead of simply defending its market share, AIA set its sights on aggressive client acquisition, and on reshaping public perception of MPF from a boring payroll deduction into an exciting, lifestyle-building opportunity.

The Strategies

We knew Hong Kong citizens wouldn’t proactively seek out MPF providers, so we went to them with an outreach and engagement strategy that spells out the AIA brand: Awareness, Interaction, Action.

1. Aspirational Anchors: We paired financial decisions with lifestyle dreams through attractive lucky draw prizes. Over a 13-month campaign, Phase 1 featured a BMW, Phase 2 showcased a Mercedes-Benz CLA 250+ AMG Line, plus Klook travel vouchers.

2. Radical Accessibility: The lucky draw was open to every Hong Kong citizen, unlocking massive new relationships alongside customer retention.

Creative Execution

To bring the client’s outreach and engagement model to life, we met people “on their streets, in their moments, on their terms”.

The Mobile Billboards: We placed the luxury cars on open-deck trucks under the headline AIA MPF 好運駕到大抽獎, driving them through Hong Kong to create unmissable moving spectacles. 

Game-based Engagement: On-truck gachapon machines and custom rhythm games drove mass participation, allowing AIA Financial Planners to have conversations about eMPF while people were having fun.

The Static Activation: An immersive static activation at the Outdoor Atrium Area of Airside, Kai Tak, wrapped up the campaign and supported AIA MPF’s citywide presence.

Scope of Work

• Campaign Creative & OOH Mobile Strategy
• Key Visual & Digital Asset Design
• Experiential Activation & Event Production (Airside Atrium)
• Lead Generation & Cross-Brand Partnership Management