FWD landmark campaign supporting city-wide health and wellness nets gold Marketing Event Awards

Having made a massive cultural splash in Hong Kong since the beginning of the year, FWD’s largest-ever campaign “Here we are for your health”, joined by Cantopop sensation MIRROR, has generated monumental buzz amongst both the public and industry peers, leading to great results at the much-revered Marketing Event Awards organised by MARKETING-INTERACTIVE across multiple categories.

As a brand that takes root and progresses alongside the city, FWD is well aware of the public’s growing appetite for physical and mental healthcare, and have made it their priority to educate and bring top-tier health protection to the public. The “Here we are for your health” campaign was thus conceived to connect and provide much needed support to the audience across three major pillars of health—food, music and sports.

In a most daring endeavour, FWD became the first in the industry to partner with all 12 MIRROR members, amplifying the joyous energy and contagious positivity of the group in a 360-degree communications campaign. Leveraging the highly devoted fanbase, the campaign flipped the fandom culture on its head by making MIRROR and FWD the ones to support the fans and the wider public on their journey to health in all manners imaginable.

Through adopting the omni-channel campaign strategy, the message of the campaign—that FWD is here to support life’s every aspect—was made abundantly clear to the MIRROR fans and the public. While most campaigns have a particular channel to home in on, FWD pulled no punches across physical and digital spaces in making MIRROR the biggest fans of Hong Kong people, supporting their pursuit of health on all fronts. While executed on a city-wide scale, at the core of the campaign was the concept of setting the idol-fan dynamic in reverse, making for a buzz-worthy campaign that attracted countless organic media coverages on top of massively successful above-the-line ads, digital activations, fan engagements and pop-up events.

On top of traditional PR tactics, FWD placed great emphasis on creating digital PR initiatives, maximising the efficacy of the various digital touchpoints. One of the major highlights of the campaign is the exceptional social media interaction, with activations and sustained content generating record-high organic engagement between social platform users and the brand. With an agile roadmap, FWD leveraged creative assets in various formats to engage with fans across the entire duration of the multiple-month-long campaign, generating online brand awareness and growing the brand’s social platforms exponentially. By exploring beyond the realms of traditional media, FWD managed to bring its core business proposition, the protection of physical and mental health, to the younger, digitally present masses.

With sustained success across all offline and online channels brought by the seamless partnership of FWD and MIRROR, the brand saw its campaign nominated for three categories at the Marketing Event Awards: “Best Sponsorship/Partnership Event”, “Best Use of Influencer”, and “Best Use of Social Media”, winning the latter categories and taking home two gold awards. FWD was thrilled to have its efforts recognised by the esteemed Marketing Event Awards, reaffirming its brand vision and establishing its thought leadership position of health insurance in the industry.

FWD’s ongoing mission is to continue embodying the “Celebrate living” spirit, with more innovative campaigns already in the pipeline to inspire more Hong Kong people in the future. FWD is celebrating its 10th anniversary, and cordially invites everyone to stay tuned for updates and join them in celebrating life's every precious moment.

This article is sponsored by FWD Hong Kong.