The cost of living in Hong Kong has risen to the second highest in the world: Over 25 years, the cost of weekly necessities for a typical household has increased by 3X, while the median income only increased by 2.3X. Under the tough living conditions, the city’s people have been too busy struggling for a better living of today, rather than planning for tomorrow. It was difficult to convince Hong Kong people to take a substantial amount of income to reserve for retirement.
Our idea “Price of Living 2040” was the wake-up call for Hong Kong people to start planning for the future. With provocative content, we hijacked consumer’s routine to make them realize the impact of time on their future standard of living, and increased new customer acquisition by 8% YOY!