Bowtie launches John Tsang's column to promote self-protection

Hong Kong-based virtual insurance company Bowtie has launched a new column written by its senior advisor John Tsang. 

In May, the company launched an integrated campaign to mark its first anniversary, leveraging self-protection (自保) to appeal to Hongkongers aiming to arouse empathy in a difficult time and link it to the brand's equity. As a follow-up of this campaign, Bowtie has invited Tsang to contribute his insights into self-protection which helps Hongkongers overcome current challenges.

The virtual insurance company has also created a dedicated website to feature Tsang's articles. Kicking off the column on 3 August, Tsang's articles are rolling out on a weekly basis. There will be 11 pieces in total including a preface. 

"This is an extension of our brand platform of self-protection (自保時代). While the last campaign is an introduction to this new era, we aim at sharing self-protection tips with Hongkongers especially how we see current challenges and overcome them," said Basil Cheung, senior manager of branding and creative at Bowtie.

Tsang also introduced his column on his official Facebook page in early August. 

Apart from highlighting the importance of self-protection, Bowtie also leverages this column to introduce the nature of Bowtie as a virtual insurance company. 

Credits

Client: Bowtie Life Insurance
Senior manager, branding & creative: Basil Cheung
Marketing executive: Stephanie Yau
Content team: Sammy Chan, Marco Lau, Anna Yeung
Design team: Kenji Chang, Vincy Cheung

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