Blue Insurance HK names VP and head of marketing

Digital insurance company Blue has appointed Kevin Tsang (pictured) as vice president and head of distribution and marketing. According to his LinkedIn, Tsang described himself as an experienced marketing professional with a demonstrated history of working in the financial services industry. He claimed that he is skilled in marketing management, talent management, event planning, banking, and business development.

“I'm really excited to join Blue because it has one of the most innovative and affordable insurance products in the Hong Kong market, and I just need to get more people to know about it!” Tsang said on LinkedIn. MARKETING-INTERACTIVE has reached out to Blue for additional information.

Prior to Blue, Tsang was head of marketing at Moneyhero for close to a year. He was also head of brand and digital marketing for Hong Kong, Southeast Asia, and Taiwan at Mercer Asia from late 2020 until earlier this year. 

Tsang joined United Asia Finance as head of corporate marketing in 2017. With more than 15 years of B2C and B2B marketing experience in local and Asia Pacific regional roles, he was responsible for the company’s marketing, branding and digital efforts, as well as for the Sun Hung Kai Credit brand. He has also helped a number of companies in building and establishing their brands and executing business acquisition strategies through traditional, event and digital marketing. 

Back in December last year, Blue launched a micro film Doomsday Club to target the young generation, hoping to help them to plan for their future with smart investment.

The micro-film featured celebrity Jeffrey Ngai, singers MC Cheung and Chloe So, telling the story of three characters who were best friends in high school but when they grow up, Ngai can hardly attend every gathering as he is busy at work. However, Cheung encounters an accident one day and is sent to the hospital, which makes Ngai realise that he cannot just focus on work.

Blue said previously the micro film echoes the brand's spirit of "Live Easy" in a humorous way, encouraging Hongkongers to reflect on how they can enjoy every part of their life and cherish their loved ones with no regrets. Additionally, the company is aimed at enabling the audience to learn about the importance of insurance. The campaign ran from 18 November 2021 to 4 January 2022, with movie posters across key MTR stations.

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