OneDegree reminds pet owners to take an extra step for their pets

Local digital insurer OneDegree has 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 interviewed 537 local cat and dog owners about pet critical illness awareness and budgeting. 

The survey found that one in four pet owners does not worry about critical illnesses and underestimate medical costs by 119%. They also underestimate treatment expenses for conditions like heart failure and strokes by nearly nine times (879%). Additionally, 49% lack savings, and 58% have not purchased pet insurance, indicating inadequate financial preparation.

Therefore, OneDegree has upgraded its pet insurance plan to include common illnesses requiring long-term care and alternative treatments for both dogs and cats, such as heart failure and strokes. To support this upgrade and empower pet owners to prepare for potential health risks, OneDegree has launched a new campaign with the tagline “Upgrade your certainty for the great unknown” (為未知升級保足啲). The campaign is done in collaboration with creative agency Giraffe Hong Kong and media agency PHD. 

In conversation with MARKETING-INTERACTIVE, Bonnie Mak, head of branding and marketing communication at OneDegree, said that this campaign aligns with the brand’s new proposition of health and empowerment. The goal is to empower pet owners and help their pets enjoy longer lives, even beyond traditional insurance offerings.

“Many members of our team have pets, and through our communication with pet owners, we understand that many Hongkongers lead overwhelming lives and often have insufficient time to engage with their pets. However, they love them and want their pets to stay healthy and live longer,” Mak said. 

Adopting an emotional approach, the campaign has launched a new microfilm to remind pet owners to pay attention to their furry friends' needs. In the film, a pet owner visits a pet counsellor with her dog, who barks during the session. Through the counsellor's interpretation, the owner learns that her dog feels abandoned and believes she's been fickle—neglecting walks, feeding it undesirable food, and sending it away at midnight.

As the film becomes more emotional, the pet owner reflects on her dog's declining health. She expresses her intention to provide better food and take her dog to the vet when it suddenly falls ill. This communication leads to a monumental reconciliation, as they both recognise the importance of honouring their lifelong commitment and paying closer attention to their furry friends' needs.

In addition to the microfilm, the campaign is promoted through TV ads, out-of-home advertisements across the MTR network, and social media, including YouTube, according to Mak. The campaign also features gamification with an in-app quiz, collaborations with Instagram pages, pet owner story sharing, storytelling with vets, and a pet show lightbox showcase from 29 January to 1 February.

Extending the core campaign launch period from January to February, additional initiatives will be rolled out from March to April. The brand’s proposition of health and empowerment will also be integrated into future campaigns, Mak added.

Don’t miss: OneDegree launches pet-friendly screenings celebrating inclusivity

Back in September last year, OneDegree launched two exclusive pet-friendly screenings akin to a “Pet Oscars,” in alignment with the Hong Kong government's pet-friendly promotion policy outlined in the Policy Address.

Launched on 13 September, the initiative follows OneDegree’s earlier TVB programme “Paws of love” (寵你一世), which encouraged pet owners to share videos featuring their pets to be played on the show.

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