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Bowtie cements John Tsang as its positive HK brand face with citywide anniversary campaign

Bowtie cements John Tsang as its positive HK brand face with citywide anniversary campaign

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Hong Kong-based virtual insurance company Bowtie has launched an integrated campaign to mark its first anniversary, featuring senior advisor John Tsang across all its touchpoints. 

The campaign is leveraging self-protection (自保) to appeal to Hongkongers amid the current COVID-19 pandemic, aiming to arouse empathy in a difficult time and link it to the brand's equity. 


Basil Cheung, senior manager of branding and creative at Bowtie said, "As the first virtual insurer in Hong Kong, Bowtie eliminates the intermediaries and offers better protection with a low price through insurance technology. That means you can get yourself protected and get through the uncertainty with the Voluntary Health Insurance Scheme offered by Bowtie and other protection coverage at your fingertips. We want to advocate a fearless attitude under the adverse conditions."

As has most of Bowtie's recent marketing, the campaign heavily features the locally recognisable face of Tsang, including in a wide range of OOH channels such as LED walls, bus shelters, and taxi bodies. Over the past year, Bowtie has been building up mental connections between the brand and the likeable figure of Tsang through several digital campaigns. 

"It is the right time to bring the connections to the public, especially when the crowds are craving positive vibes during difficult times," said Cheung. 

The campaign also pushes the brand's new BowtieGo health and wellness membership programme, an outpatient service aimed at reducing the costs of medical consultations by half.

“Self-protection (自保), self-help (自助), and self-enhancement (自強) are concepts that extend beyond oneself and one’s family to include public good. We are working to build a better safety net for our community,” said Tsang. 


Client Bowtie Life Insurance
Senior manager, branding & creative Basil Cheung
Assistant marketing manager Martin Lee
Marketing executive Kelly Cheung, Stephanie Yau

Advertising agency frengers communications
Creative director Jason Yu
Creative team Jacob Wong, Ray Nam, Yeo Cheng
Account director Rita Yeung
Account manager Sana Leung
Strategic planner Augustin Chan

TVC production Mo @ Yamanyamo
Photography Lewis Ho 小黑 @ Studio Incline


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