10Life's new campaign reminds HKers to compare insurance before getting insured

Hong Kong insurance comparison platform 10Life has collaborated with creative agency Secret Tour to launch its first ever branding campaign “Compare. Get Insured” (買保險，有比較，比較好).

This comes as 10Life found that many Hong Kong consumers rely on the advice from friends and insurance agents for insurance purchase, while some people argue that insurance is too complicated to compare, some say they need to find the right agent. To debunk this myth, 10Life developed insurance ratings for consumers to compare different products including medical, critical illness, savings and life insurance.

The branding campaign aims to encourage consumers to compare insurance online before getting insured. On the 10Life website, consumers can compare over 1,000 insurance products by using the 10Life ratings and analyses based on factors important to consumers, including both coverage and terms.

With the enhanced transparency created, the InsurTech company promotes insurance companies to improve their products to and beyond the market standard. “Insurance can be the most complex financial product. We strive to make insurance simple and easy to understand, so consumers can be treated fairly and get the best coverage when they buy and the smooth claim experience,” said Dennis Lun, 10Life co-founder and CEO.

To introduce the comparison platform to the mass market, the company has rolled out the campaign utilising out-of-home advertising means including MTR, tram, bus body, taxi & bus shelter, TV and digital channels since 14 November 2022. It has also arranged a publicity stunt to give away “honesty bun” (誠實豆沙包) to consumers. 10Life told MARKETING-INTERACTIVE that having “honesty bun”, a well-known magic weapon in a famous Hong Kong movie, one will be honest about everything, which represents the brand's value of honesty and integrity, and their commitment to bring fair insurance to life in Hong Kong.

Related articles:

OneDegree brings families together with new campaign featuring HK snooker star
Q&A with Manulife PH CMO: Making insurance relatable to youths
Well Link Insurance names Thomas Lee as new CEO
Budget Direct Insurance reappoints digital agency