FWD bets its latest campaign on Liverpool FC

FWD jumped on the ongoing Premier League Asia Trophy 2017, and focused its latest campaign on Liverpool Football Club and initiated activities around the team for its members.

The insurance company kicked off the series of events by holding a cocktail party with Liverpool football stars Ian Rush and Robbie Fowler a day before the game started. Its customers were able to book specially reserved seats, sign up to watch the Reds in an open practice session last Friday, or join a party to watch the live broadcast together.

The company is also co-hosting two Football Clinic session with Liverpool's Gary McAllister and other coaches for customers or their family members aged between 7 and 15.

In recent years more insurance companies are expanding beyond the usual marketing fare, and tapping the healthcare, entertainment and sports sectors in a bid to make insurance more attractive to different demographics. FWD said it is also very focused on creating fresh customer experiences to "change the way people feel about insurance".