HONG KONG, 10 October 2014 - FWD Hong Kong has won the Outstanding Marketing Campaign Award with the company’s “Get ready to live” brand campaign at the Hong Kong Insurance Awards 2014.
The first-ever Hong Kong Insurance Awards 2014 were organised by the Hong Kong Federation of Insurance and Metro Finance (FM. 104). The awards aim to be one of the most prestigious brand elections in the Hong Kong insurance industry.
Mr David Wong, Chief Executive Officer of FWD Hong Kong & Macau and Executive Vice President of Greater China, spoke at the award presentation ceremony, “It is a great honour for FWD Hong Kong to win this distinguished award, especially in its first year. Our win is a testament to the innovative approach of the campaign. We consciously moved away from the traditional messaging displayed in our industry, which tapped into people’s fears and uncertainties about the future. Instead, we marketed insurance with an optimistic and dynamic view of the world.”
Building on FWD’s proposition to customers - “Take your opportunity today, we will take care of your worry!”, the “Get ready to live” campaign features real FWD customers enjoying the passions in their lives. FWD’s key target segment is the next generation of new entrants to the market, so the campaign captures the vibrancy and excitement of this group’s lifestyles. The campaign visuals were shot from a first-person point-of-view, capturing the authentic and passionate moments of FWD customers, and inviting viewers to feel their emotion and be part of the action.”
“We wish to thank all our participating customers as we are very proud of the campaign’s success. It had an instant appeal with our existing and prospective customers, and generated rich social media conversation,” said David.
The “Get ready to live” campaign creative, launched in March 2014, was borne out of an extensive consumer segmentation study coupled with in-depth qualitative research.
The campaign raised awareness for the new brand, reaching 60%* in the eight weeks since FWD’s brand launch. The television commercial was supported by a series of out-of-home, digital and mobile communications, as well as an interactive brand website (http://getreadytolive.fwd.com.hk) designed to engage the public. The campaign was also supported internally with a range of communication initiatives to encourage FWD’s staff and agents to immerse themselves with the new brand and pursue their passions.
Entries for the Outstanding Marketing Campaign Award at the Hong Kong Insurance Awards 2014 were evaluated on creativity, execution, use of communication channels, and measurable results linking actual perceptions among target audiences to the desired brand positioning and awareness.