China Life Insurance's first HK branding campaign to "make lifelong promises"

China Life Insurance (Overseas) Company Limited has launched its first branding campaign in Hong Kong, and its thematic TVC is here to remind you of all the touching moments you might have gone through while making promises to a loved one.

The advertisement, which debuted on TVB iNews in early August, is now showing in Hong Kong and the Greater China region across multimedia platforms such as TVB Jade, J5, myTV Super, Now TV, Cable TV, Fantastic TV, Phoenix Television, Facebook and YouTube.

Representative from the insurance company told Marketing its first-ever TV commercial aims to increase brand awareness through an emotional narrative.

"In the past, we usually invest in print or outdoor advertising, such as billboards, to communicate with our customers. We would like to reach a new target audience through the new move," she said.

Keith Lo, creative consultant at iNNN Creative Solutions, the agency behind the campaign, added that the campaign delivers a message that the company takes every promise seriously, no matter how big or small.

"Little things that happen also matter," he explained. "And this message may help to differentiate China Life Insurance from other insurance companies."