Bowtie amplifies 'wow' factor of insurance products with creative campaign

Bowtie has launched a new brand campaign “Auto-Upgrade! Wah! (保障自動增進嘩！)” featuring the company's senior advisor aka Hong Kong's former finance chief John Tsang, to highlight one of Bowtie's unique selling points, "Auto Upgrade on VHIS products" and boost its brand trust. 

Inspired by Tsang, the campaign plays around with his Chinese name 曾俊華, while 華's pronunciation is similar to "Wow" in English. It also comes with the tagline “WOW, save the trouble and enjoy auto upgraded coverage!”( 唔使煩！保障自動增進，嘩！)

Done in collaboration with creative agency Roll Roll Roll Creative, the campaign video features Tsang, young actress Angelina Chiu (from試當真 Trial & Error) and comedian Jordan Leung to amplify the "wow" factor of Bowtie's insurance auto-upgrade options. It aims to let the audience know that a virtual insurance company can provide the same services as offline agents. This includes reviewing the customer's insurance policy on a yearly basis and providing suggestions to ensure that the policy's coverage caters to the customer's actual needs.

While the campaign is available until Q3 this year, it is also promoted via various channels such as MTR Billboard, MTR TV network, tram and taxi bodies to amplify the campaign messages.

Commenting on the campaign, Martin Lee, Bowtie’s brand marketing manager said: “Bowtie is proud to launch our new campaign with the theme '保障自動增進嘩!' which features a word play on our Senior Advisor, John Tsang's Chinese name to highlight and raise the awareness of the auto-upgrade feature of our VHIS series."

Lee continued, "Our auto-upgrade health insurance brings peace-of-mind and convenience to our customers. We are excited to collaborate once again with Mr. John Tsang, who has always been supportive of our mission; this campaign also features young actress Angelina and local comedian Jordan Leung, representing our versatility and wide customer spectrum. We are confident that this campaign will further boost Bowtie's brand awareness and level of trust."

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

Related articles:
Former HK treasury chief James Lau joins Bowtie as independent non-executive director
Bowtie aims to 'debug' the complex insurance world with citywide campaign
Bowtie and Gleneagles Hospital launch "Medical Insurance + Wellness" package for Hongkongers

Join Content 360 - Hong Kong: Stories For A New Era where over 150 content marketers come together to shape the future.  Content 360 - Hong Kong is a must-attend conference that focuses on cutting-edge content trends, innovative creation techniques, strategies to customise your content for the newest marketing channels, and more. Don't miss out on this opportunity to elevate your content marketing game in Hong Kong! Tickets are on sale now, register today. https://conferences.marketing-interactive.com/content360-hk/