Blue Insurance HK celebrates 7 years with community engagement campaign

To celebrate its seventh anniversary, Hong Kong's digital life insurer Blue has launched a new campaign focused on driving engagement through interactive experiences and exclusive offers.

Also known as the “Blue 7th anniversary appreciation fest”, the campaign is done in collaboration with creative agency Webs S’up Production and media agencies Hearts & Science and PHD Media.  

A spokesperson from Blue told MARKETING-INTERACTIVE that the campaign aims to celebrate its seventh anniversary as Hong Kong’s first digital life insurer, reinforce its brand leadership in digital insurance, and drive new customer acquisition and engagement through exclusive offers and interactive experiences. 

The campaign primarily targets adults aged between 30 and 44 who are new to insurance, young families, and breadwinners, as well as those experiencing major life changes such as marriage, the birth of a new child, or property purchase.

As part of the campaign, Blue has brought the "Seven-second challenge" promotion truck into the community, delivering health, protection, and joy to the public. From 26 to 29 September, the truck will tour Kwun Tong, Mong Kok, Causeway Bay and Tsim Sha Tsui. 

Each day, the first participant to hit exactly 7.7777 seconds, or the closest, will win the daily grand prize, including a seven-in-one body composition monitor, instant heating water dispenser, air purifier, or detox massager. The initiative seeks to generate excitement and encourage active participation.

Additionally, exclusive birthday offers, including insurance protection, are available to celebrate the brand's anniversary, making customers feel valued and appreciated.

To reach a wider audience, the campaign is also promoted through connected TV, over-the-top media, and various digital platforms, including YouTube, DV360, programmatic display, and search engine marketing (SEM). It has utilised out-of-home advertising, such as bus and minibus wraps, as well as social media channels such as Facebook, Instagram, and LinkedIn. Additionally, it has featured in-app and website banners, email marketing, and content from influencers and key opinion leaders.

In terms of ROI measurement, the spokesperson said that it is evaluated through sales, website traffic, social engagement, as well as digital impressions and clicks.

Don’t miss: Blue Insurance illustrates how digitalisation brings simplicity in new campaign

Back in June, Blue launched a brand campaign, continuing the tagline "Choose Blue, insurance is that simple". The campaign highlighted Blue's simple and flexible protection plans, empowering customers to self-serve with ease - truly making life simpler with Blue. 

The campaign kicked off with a video advertisement that humorously illustrated how Blue’s online insurance solutions simplify complexity, making it easy for customers to get insured. Blue “WeCare Term Life Protection Plan TL3” promised customers the lowest price in town for life protection.

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