Insurer Bowtie's ads demonstrate benefits of virtual insurance

Hong Kong insurance company Bowtie has launched a new campaign to showcase the benefits of what a virtual insurer can offer.

The campaign "Claim with the Tricks" aims to introduce the benefits of buying products from a virtual insurer, as the company believes that the process of claiming is of prime importance for customers.

Bowtie has launched two commercials as part of the campaign. The first showcases the convenience of using the company's online platform with an emphasis placed on how much control customers have in managing their needs online.

In so the second video the insurer highlights that in addition to handling claims, Bowtie also fields medical enquiries from customers online through qualified nurses and a customer service team,

Apart from online videos, Bowtie has also rolled out OOH ads across Hong Kong. These include displays in bus shelters and billboards in MTR stations. In mid-May, Bowtie will give out 100,000 pink surgical masks in various districts to further engage the public, and to introduce the Voluntary Health Insurance Scheme (VHIS) implemented by the government on 1 April.

VHIS is a policy initiative introduced by the Food and Health Bureau of the HKSAR government to regulate indemnity hospital insurance plans offered to individuals, with voluntary participation by insurance companies and consumers.

Bowtie was one of 25 insurance companies approved by the Hong Kong government to offer the Voluntary Health Insurance Scheme (VHIS).  The company also won the first virtual insurance licence from the Insurance Authority in December last year.

In early April, the company gained attention from the public as it appointed former financial secretary of the HKSAR government John Tsang as a senior advisor.


Client Bowtie Life Insurance Company Ltd
Senior manager, branding & creative Basil Cheung
Assistant marketing manager Martin Lee

Advertising agency Aiya Studio Ltd
Creative director Joshua Lau
Creative director Yarla Fung
Account Manager Sanjo Wo

Photography and videography production One Mountain Studio