Sun Life Philippines targets gig economy with new campaign

Company calls on youth to redefine their career paths

Sun Life Philippines targets gig economy with new campaign

Life & Health

By Roxanne Libatique

Sun Life Philippines (Sun Life) has rolled out a new campaign response to the evolving job landscape, driven by the gig economy’s allure for younger workers seeking independence and flexible work arrangements.

The insurer’s “The Next Big Gig” campaign aims to engage millennials and Generation Z, who are progressively gravitating towards freelance and part-time roles, by introducing the concept of becoming a financial advisor as an appealing side gig.

Next Big Gig campaign launch

The campaign kicked off with a media event at the Makati Shangri-La on February 7, 2024, where Sun Life financial advisors shared insights into the benefits of their roles, including potential earnings, flexible working hours, and the satisfaction of assisting clients on their financial security path.

Highlighting the campaign’s launch was the debut of a new digital video by Sun Life, portraying financial advisors from varied professions – including teaching, online retail, corporate sectors, and entrepreneurship. The individuals testified to the advantages of their dual roles, emphasising financial gains, travel perks, advocacy opportunities, and the rewarding experience of guiding clients as a “Partner for Life”.

The event also featured interactive booths, or “pods”, each designed to offer a glimpse into the life of a financial advisor. These included a quiz on life insurance knowledge, a photo booth with an international travel theme representing advisors’ travel benefits, and a display of the advisors’ social responsibility initiatives, complete with an interactive voting system for future projects.

Al Quitangon, chief distribution officer at Sun Life Philippines, highlighted the gig economy’s growth and the younger generation’s quest for meaningful, flexible careers.

“The gig economy is booming, and we recognise that today’s generation craves flexibility and purpose in their careers. Our campaign, ‘The Next Big Gig’, aims to showcase the incredible opportunity for individuals to build a fulfilling career and advocacy as a Sun Life financial advisor,” he said. “This gig allows you to earn income while pursuing your passions, experiencing rewards, and finding a sense of purpose.”

In another part of Asia, Sun Life Hong Kong recently expanded its healthcare offerings in response to the growing mobility between Hong Kong and Mainland China.


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