Blue's new brand campaign adds a touch of humor to highlight its simple and innovative online insurance solutions

(Hong Kong, 22 May 2023) Blue, the first digital life insurer in Hong Kong, today unveiled its latest brand campaign with a tagline “Choose Blue, insurance is that simple”. The campaign uses a humorous approach to illustrate how Blue’s seamless online insurance solutions empower customers to make insurance choices with ease and peace of mind. The campaign also reinforces Blue’s commitment to providing simple, flexible, and valuable insurance solutions aligned with its customer-centric philosophy.

The campaign kicks off with the launch of 2 TV commercials (TVCs) (Available on Blue’s YouTube channel: https://youtu.be/ixLqzC_N618 | https://youtu.be/PcgEw8qVobA). The TVCs showcase Blue’s user-friendly and innovative online insurance solutions, demonstrating the simplicity and convenience for the family to choose comprehensive coverage to “save time and be more romantic” as well as “worry less and be more chill”. In addition to TVCs, a series of promotions will be launched this month on both online and offline media platforms, including MTR stations, buses, taxis and online advertising. Blue will also collaborate with influencers and YouTubers to expand its reach through engaging social media content.

Mr. Charles Hung, CEO and Executive Director of Blue, said: “The TVCs’ effectively communicate Blue’s dedication to delivering exceptional insurance experiences by customer-led products and services to help customers take charge of their coverage. This dedication has resulted in impressive growth in Q1 2023, with over 90% growth in annual premium equivalent (APE) compared to Q4 2022, and a threefold increase compared to Q1 2022. Given this positive momentum, we are excited to launch a new brand campaign that showcases our strengths and reinforces our dedication.”

Blue’s innovative product offerings have played a significant role in its strong performance. As a leading player in the market, Blue has introduced commission-free insurance products to make customers’ lives easier. Blue now offers 20 insurance products across 6 major categories including term life, critical illness, personal accident, medical, micro-insurance, and savings. Notable recent product offerings include:

• WeCare Term Life Protection Plan TL3 – The “Lowest Rate Guaranteed”[1] feature ensures customers to enjoy the best market price for life protection during the first policy benefit terms.

• WeSave Short Term Insurance Plan ST1 [2] – Combining high returns and a flexible policy term (1 or 2 years), this product merges protection and savings in a customer-centric package for personalized coverage.

Mr. Hung added: “Our new brand campaign highlights the edges of our user-friendly online platform and innovative products and services, which aligns with our mission of providing around-the-clock insurance solutions to customers. We will continue to bring new impetus to the market through technology and innovation. We believe that the combination of simplicity and flexibility enabled by digitization will help us meet the ever-evolving demands of our customers.”

Remarks:

[1] “Lowest Rate Guaranteed” compares the standard premiums of two quotations. To be eligible for the “Lowest Rate Guaranteed”, the two quotations must be on the same premium payment term, policy benefit term, issue age, sex, and smoking status, and is applicable to term life policies that are intended for online sale and in Hong Kong only. “Lowest Rate Guaranteed” is not applicable for submitted applications and in-force policies.

[2] WeSave Short Term Insurance Plan ST1 is savings insurance plans, not a Bank savings product.

[3] Terms and Conditions apply to the products.