Blue Insurance illustrates how digitalisation brings simplicity in new campaign

Hong Kong's digital life insurer Blue has unveiled its latest brand campaign, continuing the tagline "Choose Blue, insurance is that simple". The campaign highlights Blue's simple and flexible protection plans, empowering customers to self-serve with ease - truly making life simpler with Blue. 

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

The campaign features two ad versions, including "Savage Mother-in-law" and "Shy Bestie", available on Blue's YouTube channel. Set in what appears to be a casual dinner setting, the "Savage Mother-in-law" ad humorously portrays a series of rapid demands and the daughter-in-law's witty responses, emphasising the message: "Life is complicated enough - fortunately, insurance doesn't have to be."

Meanwhile, the "Shy Bestie" ad delivers the line "Love doesn't always come when you make the first move, but Blue always has you covered," humorously reinforcing Blue's promise of the "lowest price in town" for life protection.

Beyond TV ads, Blue is rolling out the campaign across multiple online and offline channels this month, including bus and taxi ads, online banners, and social media content to amplify its reach. The campaign is done in collaboration with FevaWorks Solutions (HK). 

Danny Wu, VP and head of digital and marketing of Blue, said: "We aim to break the traditional barriers of the insurance industry by simplifying complex terms and procedures, giving customers full control over their protection. We believe digitalisation brings simplicity and flexibility that better meets evolving customer needs. With Blue, insurance is no longer complicated - customers can complete the entire application process in as fast as five minutes, truly making life simpler."

MARKETING-INTERACTIVE has reached out to Blue for more information.

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The latest campaign comes as an extension of its brand campaign in 2023, which was first revealed with the tagline “Choose Blue, insurance is that simple”. The campaign aimed to reinforce Blue’s commitment to providing simple, flexible and valuable insurance solutions that are aligned with its customer-centric philosophy.

It kicked 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 was also launched on both online and offline media platforms, including MTR stations, buses, taxis and online advertising. Blue also collaborated with influencers and YouTubers to expand its reach through engaging social media content.

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