Digital insurance company Blue has unveiled its latest brand campaign which takes a humorous approach to illustrate how its online insurance solutions empower customers to make insurance choices with ease and peace of mind.
With the tagline: “Choose Blue, insurance is that simple”, the campaign aims to reinforce Blue’s commitment to providing simple, flexible and valuable insurance solutions that are aligned with its customer-centric philosophy. It kicks off with the launch of two TV commercials (TVCs) available on Blue’s YouTube channel. Both TVCs showcase Blue’s online insurance solutions and demonstrate the convenience for family members to choose comprehensive coverage to “save time and be more romantic” or “worry less and be more chill”.
In addition to the TVCs, a series of promotions will also be launched on both online and offline media platforms, including MTR stations, buses, taxis and online advertising. Blue will also collaborate with influencers and YouTubers to expand its reach through engaging social media content.
Charles Hung, CEO and executive director of Blue, said: “The TVCs effectively communicate Blue’s dedication to delivering exceptional insurance experiences through customer-led products and services that allow our customers to take charge of their coverage. This dedication has resulted in impressive growth in Q1 2023, with over 90% growth in annual premium equivalent (APE) compared to Q4 2022, and a threefold increase compared to Q1 2022. Given this positive momentum, we are excited to launch a new brand campaign that showcases our strengths and reinforces our commitment.”
“Our new brand campaign highlights the many advantages of our user-friendly online platform as well as our innovative products and services. We will continue to disrupt the market through technology and innovation, because we believe that the combination of simplicity and flexibility enabled by digitalisation will help us meet the ever-evolving needs of our customers,” Hung added.
MARKETING-INTERACTIVE has reached out to Blue Insurance for more information.
Back in last December, Blue launched a 4th anniversary campaign with the introduction of a brand-new saving solution "EasySave ES1 Insurance Plan" (EasySave). This came as customers in Hong Kong are facing pain points in their insurance experience over the years – dominant intermediary market, complex industry jargon, inflexible products, extensive paperwork and complicated procedures. Meanwhile, digital penetration rate of life insurance in Hong Kong market is less than 2%, which offers a huge opportunity for digital insurance companies such as Blue, to innovate insurance solutions and experiences for customers.
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