Digital life insurer Blue features Akina Fong and Ryan Lau in latest campaign

Hong Kong-based digital life insurer Blue has launched a campaign to promote an insurance savings product, featuring two influencers – Akina Fong and Ryan Lau.

Aiming to build awareness of the brand and its latest product – “WeSave S1 Insurance Plan” – the campaign invited Fong and Lau to publish posts on their official Facebook pages, mentioning the benefits of the new product.

The company has also launched a two-round online interactive game on its official Facebook page to engage potential customers.

“Our branding and marketing strategies have always been centred around customers. The integrated campaign leverages a variety of tailored content and channels to tap into our target consumer segments, including mass affluent investors, parents, and pre-retirees,” said Sarah Tam, vice-president and head of customer of Blue.

“Data plays a critical role in the way we engage with customers – as a digital insurer, we collect and analyse data directly from our digital platform, allowing us to understand customer behaviours and optimise performance in real-time.” 

Apart from online channels, Blue has also rolled out OOH ads on the exteriors of taxis and buses. 

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