OneDegree empowers pet owners with comprehensive care options

OneDegree has unveiled a new campaign to highlight its upgraded pet insurance offerings, reflecting its commitment to comprehensive and compassionate pet insurance solutions.

Also known as “Unbeatable protection, lifelong care”, the campaign kicked off with a TV commercial on 6 July, featuring what cats are scared of the most, not being scolded by owners, not darkness, but suffering from Feline Infectious Peritonitis (FIP). According to authoritative international veterinary research, FIP is a severe disease caused by a mutation of the Feline Coronavirus (FCoV). Approximately 40% of cats are infected with FCoV, and in households with multiple cats, the infection rate can reach 90%. Of these, 1% to 5% may develop FIP, with higher risks for kittens under two years old and purebred cats.

The TV commercial also highlights how OneDegree's new upgraded solutions can help these cats, including Hong Kong’s exclusive “Additional Feline Infectious Peritonitis (FIP) coverage, and the launch of the new prestige plan, which covers medical expenses for Magnetic Resonance Imaging (MRI) and Computed Tomography (CT) scans. These product upgrades offer pet owners more comprehensive coverage for pet medical expenses.

To build momentum, the brand is also rolling out MTR trackside 12-sheet posters across Urban Line and West Rail from 18 July to enhance the reach of the awareness funnel, said a OneDegree spokesperson in conversation with MARKETING-INTERACTIVE.

On product nurturing, a series of social media promotions will be launched, featuring emotional and educational videos showcasing real stories from FIP-affected cats and their owners, alongside educational videos with veterinarians, added the spokesperson. These efforts aim to raise awareness about FIP and sustain engagement.

Running until August, the campaign deploys a 360-degree marketing strategy, aiming to fence out competition for OneDegree's “Pet CEO” plan with unique benefit of FIP coverage on top of the uniqueness of no sub-limit for claim line and offering of lifetime renewal apart from meeting customers’ expectation to create a brand new plan with more comprehensive coverage on CT & MRI expenses reimbursement to the high tier segment.

Done in collaboration with local creative agency Giraffe Communications, the campaign targets both existing and potential cat owners, addressing their need for specialised protection against this serious condition. “The prestige plan is tailored for pet owners seeking comprehensive, all-rounded medical coverage for their pets, ensuring peace of mind through premium care.”

"With our 'Unbeatable protection, lifelong care' campaign, we are committed to empowering pet owners with comprehensive care options, ensuring every pet receives the love and protection they deserve,” said Bonnie Mak, head of branding and marketing communications, OneDegree.

"With the launch of our additional FIP coverage, we aim to spread a vital message: FIP is no longer an incurable disease. By raising awareness about the availability of effective treatments such as GS-441524, we hope to empower pet owners and save more cats from this once-devastating illness,” said Emily Chow, deputy chief executive, OneDegree.

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