OneDegree highlights lifelong commitment to pets with new campaign

Local digital insurer OneDegree has unveiled a new positioning campaign to highlight the love and commitment of pet owners, encouraging them to rethink lifelong protection for their pets.

This comes as pet abandonment in Hong Kong is growing more alarming. OneDegree has cited data from the Society for the Prevention of Cruelty to Animals (SPCA), revealing that 1,885 animals were abandoned from January 2023 to January 2024, an increase of 1.8 times compared to the 679 reported from 2016 to 2017. One of the main reasons for pet abandonment is the high cost of veterinary care. 

The new campaign aims to broaden the target segment from early adopters to mass pet owners, who are currently hesitant of buying a pet insurance and do not understand the pet insurance product very well. They may feel no immediate urgency regarding their pets' health because their animals are relatively young and healthy. As a result, they may believe the likelihood of needing costly medical care is low and tend to underestimate the expenses of lifelong medical protection for their pets.

Available from 5 January, the campaign is done in collaboration with local creative agency Giraffe. It kicks off with a social movie highlighting the lifelong journey of a female dog owner and her dog.

The video aims to remind its target audiences to rethink the importance of preparing lifelong medical protection for their pets via the key message “Endless protection, forever love (保足一世 放心愛一世)”. It captures many lifelong companionship moments with unexpected numbers between the pet owner and her pet, such as 1.1 billion times of tail wagging, while bringing out the exceptionally high cost of lifelong medical protection in an emotional way.

The video ad will be aired on TVB and various social platforms such as Facebook, YouTube and Instagram. Meanwhile, the key visuals will be displayed on a giant billboard at Tai Lam Tunnel and Neich Tower in Wan Chai and on MTR trackside 12 sheet. Engagement programmes with various KOLs will also be launched to sustain the campaign momentum throughout January 2025.

Matthew Cheng, head of branding and marketing communications, OneDegree said, “Making lifelong commitment for a pet is never easy. As a leading pet insurance brand in Hong Kong, our goal is to help pet owners extend their love in lifelong time, so that they can enjoy every single moment with their loved ones without any hassle.”

Sean Lee, creative partner, Giraffe, said: “The refined positioning of 'lifelong protection' has redefined my understanding of love, commitment, and capability to love our beloved pets. It challenges me to see these values not just as words, but as tangible and sizeable elements in the lives of pets. This concept serves as a powerful catalyst for our product's uniqueness and empowers pet owners to care for and love their pets for a lifetime.”

Don’t miss: OneDegree raises awareness of pet abandonment amid rising vet costs

Back in October last year, OneDegree teamed up with YouTube channel "Mill MILK” to raise awareness of the growing issue of pet abandonment due to rising veterinary costs. 

The film features Fiona and Wayne, a couple passionate about animal rescue. They lead a typical nine-to-five work life but dedicate their post-work hours to animal rescue, including seeking medical treatment for rescued animals. They only get three to four hours of sleep per day, all for the sake of saving lives. 

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