Digital insurance company Blue tells audience to live easy through micro film

Digital insurance company Blue has launched a micro film Doomsday Club to target the young generation, hoping to help them to plan for their future with smart investment.

The micro-film features celebrity Jeffrey Ngai, singers MC Cheung and Chloe So, telling the story of three characters who were best friends in high school but when they grow up, Ngai can hardly attend every gathering as he is busy at work. However, Cheung encounters an accident one day and is sent to the hospital, which makes Ngai realise that he cannot just focus on work.

Blue said the micro film echoes the brand's spirit of "Live Easy" in a humorous way, encouraging Hongkongers to reflect on how they can enjoy every part of their life and cherish their loved ones with no regrets. Additionally, the company is aimed at enabling the audience to learn about the importance of insurance.

"People see insurance as a 'push' product. To us, insurance should be the best partner of people, giving them peace of mind to live a carefree lifestyle with the best planning. The micro-film echoes Blue's brand motto, which we aspire to make people's lives easy with our innovative insurance solutions," the company said.

The micro-film has been launched on Blue's website and its social media platform. During the campaign period from 18 November 2021 to 4 January 2022, Blue also launches movie posters across key MTR stations.

Looking ahead, Blue said its marketing plan in 2022 will be creative and allow audiences to "have fun".

"We will keep conveying the message that insurance can be easy. Blue, as a digital life insurer, will eliminate the painpoints along the customer journey and offer customers peace of mind when it comes to life planning," the company added.

In Q1 2022, Blue will launch a TVC to sustain the momentum of its micro film. It said, "While the TVC is a prologue of our marketing initiatives, accompanied by a series of through-the-line activities, influencers and the social community will be our key verticals to drive brand awareness and consideration, through the approach of 'digital generation talking to the digital generation."

Lastly, the company said data-driven marketing is the key tactic to craft the right message to the right audience. Such approach makes sure that the company understands its customers well and what they really need.