FWD Hong Kong’s “Get Ready to Live” Brand Campaign Wins Outstanding Marketing Campaign Award at Hong Kong Insurance Awards 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


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.


Mr David Wong, Chief Executive Officer of FWD Hong Kong & Macau and Executive Vice President of Greater China (photo’s right), received the Outstanding Marketing Campaign Award at the Hong Kong Insurance Awards 2014 from one of the awards’ judges, the Hon K P Chan, JP, Legislative Councillor (photo’s left).


The management of FWD Hong Kong celebrated the company’s win of the distinguished Outstanding Marketing Campaign Award with its “Get ready to live” brand campaign at the inaugural Hong Kong Insurance Awards 2014.


* Source: Mini Brand Tracker Report Update July 2014 by Clusters.

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About FWD Hong Kong
FWD is the insurance business arm of the private investment group, Pacific Century Group. FWD’s business spans Hong Kong, Macau, Thailand and the Philippines offering life insurance services, as well as general insurance, employee benefits and financial planning services in Hong Kong. FWD also has a brand presence in Indonesia. FWD’s strategic focus is to leverage technology to enhance customer experience, deliver innovative products, and invest in talent to create a leading pan-Asian life insurer that changes the way people feel about insurance.

The life insurance and general insurance operating entities of FWD Hong Kong have been assigned strong financial strength ratings by international rating agencies. FWD Life Insurance Company (Bermuda) Limited is rated “A3” by Moody’s and “A” by Fitch. FWD General Insurance Company Limited is rated “A” by Fitch.

For more information please visit www.fwd.com.hk.


Media Enquiries:

Liza Wong
liza.wong@fwd.com
+852 2850 3986
Catherine Tse
catherine.nc.tse@fwd.com
+852 2850 2908
Jacqueline Choy
jacqueline.yl.choy@fwd.com
+852 2850 2177