OneDegree and Sport b. redefine pet wellness in style

Hong Kong's virtual insurer OneDegree has teamed up with agnès b.'s youthful Sport b. line to launch a co-branded series with fusion of pet care, fitness, fashion, lifestyle and tech, inspiring local pet owners and their furry friends to embrace healthier and more energetic lives.

In conversation with MARKETING-INTERACTIVE, Ching Chui, deputy head of branding and marketing communications, OneDegree, said Sport b. represents a strong blend of lifestyle, functionality, design, and fun, which aligns closely with the campaign theme of "pet × sport × lifestyle".

"This partnership allows us to bring together wellness, everyday living, and a sense of enjoyment, making pet health more engaging and naturally integrated into daily routines," Chui added.

As part of the collaboration, OneDegree and Sport b. are launching an exclusive IoT pet tracker - OneDegree | Sport b. “PawBook Tag”. As the key opener of the campaign, PawBook Tag pairs seamlessly with its "陪胖日記" app to track pets’ daily activity levels and vitality, alongside location tracking features. Designed with Sport b.’s minimalist and playful aesthetic, it transforms everyday pet gear into a stylish and functional accessory.

The partnership aims to promote a healthier and more active lifestyle for pets and their owners, while also expanding OneDegree’s role from an insurance provider to a pet health ecosystem enabler, said Chui. 

Once paired with the PawBook app, owners can join the "Seeded Paw-thletes Selection" game: dogs take on 20-minute daily walks, while cats boost their jumping skills.

The app uses AI to track and score pet vitality, turning daily routines into fun challenges. Users can complete three daily check-ins to earn a vitality score—building healthy habits while competing for a spot as a "Seeded Paw-thlete" at the OneDegree 6th Anniversary: Paw-fit Pet Sports Day – powered by Sport b. Every attending pet will receive a free "Paw-fit Paw-thlete Kit" packed with goodies and souvenirs.

The partnership's strategy focuses on OMO (online + offline) integration, combining gamified digital experience via PawBook Tag with in-app experience, social and content-driven storytelling, influencer and community engagement, offline flagship event and brand collaboration with lifestyle brands.

In terms of measuring returns on investment (ROI), Chui said it's measured through brand and business metrics, including registration for IoT sport tracker "PawBook Tag", app downloads and active usage, brand awareness and reach uplift, and campaign engagement such as social mentioning, interactions, UGCs, amongst others.

Emily Chow, OneDegree deputy chief executive said: "OneDegree will keep innovating the pet health ecosystem, offering all-around support for pets and owners. Through bold collabs like this, we're sparking more active, healthy, vibrant lives together."

Don't miss: OneDegree reminds pet owners to take an extra step for their pets

Earlier this year, OneDegree launched an emotion-driven campaign to remind pet owners to take an extra step for their pets, as they are not able to express their needs in words.

This follows a survey commissioned by OneDegree and conducted by Ipsos, which found that one in four pet owners does not worry about critical illnesses and underestimate medical costs by 119%. This campaign aligned with the brand’s new proposition of health and empowerment. The goal was to empower pet owners and help their pets enjoy longer lives, even beyond traditional insurance offerings.

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