FWD Insurance’s ‘Keep Going, Celebrate Living’ campaign achieves success at PR Awards, promotes positivity across HK during COVID-19

FWD Insurance’s (FWD’s) "Keep Going, Celebrate Living" campaign won three gold awards in the categories of Best COVID-19 Response, Best Influencer Strategy and Best Storytelling Strategy, and one silver award for the Best Use of Content category. The campaign’s success brings to life FWD’s brand promise to celebrate living, and its effort to encourage and inspire Hong Kong people during the pandemic.

Paul Tse, chief marketing and digital officer, FWD Hong Kong and Macau, said “Our ‘Keep Going, Celebrate Living campaign’ is a shining example of values-driven marketing. In the face of the ongoing pandemic situation in Hong Kong, we felt it wasn’t appropriate to celebrate our seventh-anniversary last year. However, there was an opportunity for us to truly fulfil our brand promise by rolling out a series of campaign activities to inspire optimism and empower everyone to live positively in spite of the gloom and doom.”

The three-pronged campaign encompassed both online and offline activations that inspired the city through art and a storytelling approach to engage and connect the community. The three pillars were Keep Curating, Keep Believing, and Keep Going.

Keep Curating

Transforming FWD HOUSE1881 in Tsim Sha Tsui into an experiential event, we invited 15 local artists and designers to curate and exhibit their artworks. The event, entitled “Live, Create, Inspire - A Celebrate Living Exhibition”, focused on bringing optimism and encouragement to Hong Kongers.

Keep Believing 

Local celebrity and coffee connoisseur Moses Chan was invited to share his journey of passion through his cafe brand, Blooms Coffee. The collaboration manifested the continued beliefin the city and its people through job and internship opportunities for Hong Kong’s Special Olympic athletes.

Keep Going

As a final boost to the morale of the city, FWD amplified its message to audiences through a video series that featured its own heroes at FWD, who demonstrated their belief in goingforward, in spite of all challenges.

Bronze awards for FWD’s Voluntary Health Insurance Scheme (VHIS) campaigns 

FWD won two bronze awards for its VHIS campaigns, ‘vCAN live a good life’ and ‘VHIS is relevant to you’, vindicating the brand’s success in creating creative relevancy between its products and consumers.

 Insurance has long been perceived as a complex and inaccessible product, so FWD made it tangible and easy to comprehend. A ‘CAN’ image in the campaign was designed so audiences could easily associate the visual with FWD’s signature VHIS product, vCANsurance medical plan. FWD also intentionally targeted non-traditional audiences, creating additional touchpoints to reach lifestyle consumers by strategically partnering with local e-commerce platform Good Life, to launch the “vCAN live a Good Life box” (vCAN過好生活箱), and offer a range of canned consumer goods to encourage customers to stay healthy and protected.

The brand further sustained the positive momentum through the "VHIS is relevant to you" campaign, featuring a series of creative content developed from a consumer perspective. Working closely with TV celebrities Maggie Cheung, Ronald Cheng and Johnny Hui, as well as renowned local illustrator, Cheap Century, creative bite-sized content was produced aimed at communicating FWD’s unique VHIS offerings.

Tse added, “By communicating FWD’s brand promise of ‘Celebrate Living’ throughout our campaigns, we positioned ourselves as a brand that’s committed to empowering and supporting people to pursue their passions in life.”

This article is sponsored by FWD Insurance.