With a vision to expanding its business to the post-80s and 90s generation, Blue Cross Insurance has partnered with Cre8PLUS for a social media-led campaign to inspire young Hongkongers to start planning early for a better life.
The insurance group has released a documentary featuring local actor Wayne Lai Yu-cheung (黎耀祥) and fencing medallist Cheung Siu'lun (張小倫) encouraging people to believe in themselves.
The documentary is divided into two episodes to be shown by phases via the BElive Yourself YouTube channel and Facebook fans page.
"With a strategic approach to social media, the campaign uses storytelling to bring to life the brand mission to take care of protections in all aspects," Samson Tong, regional director, branding and business strategy at Cre8PLUS, told Marketing.
"With a new travel insurance to launch soon, the company will focus on social media with online marketing tactics to engage the post-80s and 90s market that make up the largest percentage of new media users."
He added the campaign will be following a series of social media contests, online advertising, and experimental marketing campaigns.
For example, the dedicated BElive Yourself Facebook fan page will be shared by a series of KOLs, including the locally-famed Cream BrotherCream Brother, star photographer Will Cho, marathon runner Adam Shek, travel and food columnist Chan Chun Wai, and food blogger Kiki Daydreaming.
The first episode of the documentary launched last Friday and will be followed by a TV commercial in mid-July. The second episode will be released in August.