Generali HK redefines traditional insurance with localised campaign

Generali Hong Kong has dropped a localised version of its recent global campaign, breaking away from the traditional insurance approach of focusing only on distant future scenarios, and instead remind people that the future is built today. 

Also known as "Here. Now," the campaign is visible across Hong Kong, reaffirming Generali’s lifetime partner commitment to stand with customers in every moment that matters. The campaign runs from September until December 2025 for Hong Kong.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Generali said the campaign is a global initiative by Generali Group, covering major markets across Europe, Asia and Latin America, with localised executions in each market. In Hong Kong, the campaign has been tailored with both outdoor and digital activations to resonate with the local community.

For the Hong Kong market, the campaign's implementation is led by the brand's local marketing and communications team, with specialist agencies supporting media planning, digital, PR and creative adaptation.

The campaign addresses the general public in Hong Kong, with a focus on current and potential customers across different age and income groups, highlighting Generali Hong Kong’s role as a trusted lifetime partner for protection, prevention and assistance, added the spokesperson. 

In terms of marketing strategies, the campaign has adopted a fully integrated, 360-degree approach combining the broad impact of out-of-home (OOH) advertising with precision-targeted digital tactics to maximise brand visibility and engagement.  

For instance, the campaign has leveraged high-traffic, premium locations across Hong Kong including trams, taxis, MTR stations, high-speed rail stations and shopping malls — to create immersive brand experiences that reach millions daily, said the spokesperson. "This consistent physical visibility builds top-of-mind awareness, especially among urban, mobile and affluent audiences, while reinforcing our role as a dependable lifetime partner." 

Complementing OOH, the campaign is also data-driven, targeting key segments with personalised messaging via Facebook, Instagram, LinkedIn and YouTube. This multi-channel digital presence drives deeper engagement and strengthen brand affinity through interactive content and video storytelling.  

By harmonising mass reach through OOH with targeted engagement digitally, this integrated strategy drives measurable uplifts in brand awareness, website traffic and social media interaction, added the spokesperson. 

Back in February, Generali Hong Kong partnered with YAS to deliver innovative, customer-centric insurance solutions that adapt to modern lifestyles. This collaboration focuses on leveraging cutting-edge technology to enhance the customer experience and provide tailored protection.

Built on the foundation of their success in on-demand microinsurance, this partnership introduces dynamic, real-time insurance offerings that seamlessly integrate into customers' lives. By leveraging advanced technology to enable smarter underwriting and personalised experiences, Generali Hong Kong continues its mission to deliver meaningful and accessible protection to its customers in the digital age.

The collaboration between Generali Hong Kong and YAS introduces solutions designed to modernise insurance. The first initiative, launched in November 2024, is embedded within the AlipayHK ecosystem. This solution dynamically adjusts travel coverage up to 20 times based on travelers' spending, capped at HK$100,000, offering a flexible and relevant product for frequent travellers.

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