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Dah Sing Life refreshes Can Do Hong Kong Spirit with animated shark

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Dah Sing Life has taken a humorous spin to its long-established brand value, Can Do Hong Kong Spirit, visualising the concept of an unexpected crisis with animated sharks in a new branding campaign launched today.Developed by independent outfit Crimson Advertising and brokered by PHD Hong Kong, the latest spot of the Can Do Hong Kong Spirit series has once again used racing cyclist Wong Kam Po, the brand ambassador of Dah Sing Life for five years, to raise public awareness on health protection.But it has slightly shifted the focus towards a younger generation with the use of animated sharks symbolising the sudden appearances of a health hazard in daily life.https://vimeo.com/110110907“Through a more light-hearted approach, we want to break the inherent practice of deploying people-orientation and emotional appeals in insurance advertisements,” Camille Tam, head of marketing at Dah Sing Life, told Marketing.Established for five years, the brand identity of Can Do Hong Kong Spirit has been banking on a heavy dose of emotion via the voice of local singer Mag Lam and Wong.“The core value of our brand identity has never changed, but we keep refreshing the ways it is translated to our audiences,” he said.Running until mid-December, the TV spot will also be broadcast on outdoor television (Wall TV, in-Bus TV, cinema TV), Facebook, YouTube and myTV, at the same time supported by billboards, bus bodies and print.Eleonore Chow, CEO of Dah Sing Life, said: “Many of the younger generation may still not care much about protection of their own future. Thus, as a life insurance and wealth management consultant, our dedicated team has the responsibility to serve them wholeheartedly, to put ourselves in their shoes with unconventional thinking and to tailor-make life insurance products and provide advice which suits them, so as to help them realise their dreams.“All of these concerns are reinforced by the concept of the new advertisement campaign which pulsates with energy, improving on the old pattern and pioneering innovation in order to create a prosperous future.”Credits:Client: Dah Sing LifeCreative agency: Crimson Advertising (HK) Ltd.Creative director: Brendan LaiProduction house: Plastiq Film Ltd.Production director: Khoo Wei HungMedia agency: PHD Hong KongPlanning manager: Wilson WongMedia executive: Alley WongBuying supervisor: Angus Chan

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