Hong Kong’s digital insurance market was getting competitive. Launched in 2018, Blue Insurance (Blue) was the first digital life insurer to market, and focuses on providing simple, flexible and valuable insurance solutions through online channels. Blue is committed to making people’s lives easier by empowering them to take charge of their own protection by leveraging advanced technology, e.g. cloud computing, blockchain, data analysis, AI.
Sinclair was appointed from 2021 to maximise brand and product exposure across channels, aiming to gain positive sentiment and responses from public and media towards Blue’s innovation on business development and product development.
The agency was also tasked with building executive leadership and driving reputational value through creative marketing campaigns.
Strategy: Developed a strong and unique narrative for Blue that highlighting its brand key messages, then maximised brand exposure and understanding of digital insurance through media relations and creative campaigns, ensuring that the brand was always top-of-mind among target audiences, further expanding the consumer-base.
Storytelling: Developed strong narratives to ensure consistent communication about key messages of Blue through different media channels in order to reach our target audiences, highlighting new campaigns, the product developments.. Narrative and messaging of different campaigns were tweaked to resonate with media in different beats, for example, business and lifestyle.
Events: To celebrate Blue’s 3rd anniversary, celebrities Jeffrey Ngai, MC Cheung and Chloe So were invited to share their collaboration on the brand’s micro-film, and +30 media attended the event. To launch industry’s first refundable critical illness product, we also arranged a pop-up street event before Christmas to have consumer touch point. Both events attended by top tier media from business and entertainment sectors.
Thought Leadership: Secured interviews across regional and local media for Blue’s spokesperson to share market insights, brand’s story and business plan.
Engage: Nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach, and shared regular updates about Blue’s unique features and offerings, such as new partnerships or new insurance products launch through various owned and earned media channels.
