FWD Hong Kong Reveals "Get Ready to Live" Brand Campaign
Newly integrated campaign celebrates Hong Kong people’s passion for life.
HONG KONG, 14 April 2014 — FWD Hong Kong announces its new multimedia brand campaign, “Get ready to live”, through the launch of a new television commercial. Building on the brand’s proposition to customers - “Take your opportunity today, we will take care of your worry!”, the campaign demonstrates FWD’s aspiration to change the way consumers feel about insurance, and to build a strong, optimistic and differentiated brand.
FWD aims to move insurance in a new direction with an energetic and positive approach. Leveraging on technology, FWD will change the way it communicates and engages with customers. “Get ready to live” captures the essence of FWD’s vision, and extensive research among consumers across the region confirmed that this was a powerful and differentiated message that resonates with what people want from an insurance company of the future.
Mr David Wong, CEO of FWD Hong Kong and Macau, said, “'Get ready to live' represents the fresh approach FWD is taking to put customers’ needs at the heart of everything we do. This message speaks to all aspects of our business. With Hong Kong’s busy cosmopolitan environment, it can be a challenge to plan for the future. Our hope is to help our customers alleviate this concern and worry for the future, so that they can take the opportunities ahead of them and live for today.”
As part of FWD’s regional brand campaign, Hong Kong has launched the new television commercial to support a series of out-of-home and online media capturing FWD customers’ exciting, passionate moments. The campaign’s dynamic imagery depicts FWD customers living in the moment – a father playing with his baby; a devoted ballerina practising; or a group of cyclists riding along Hong Kong streets at night.
“We are very proud of such an innovative campaign and want to thank our customers who participated and made it so unique and full of character,” said David. “We want the campaign to serve as inspiration for everyone to pursue their passions.”
An interactive brand website has also been launched to further engage with the public. The site features the full commercial, as well as authentic, impassioned stories from FWD customers and participating public. The site provides a platform to share these moments while serving as a channel for FWD to communicate the “Get ready to live” brand message. For more information, please visit http://getreadytolive.fwd.com.hk.
Selected photos of the Hong Kong and Macau “Get ready to live” campaign:
Bus body displays
MTR travellator billboards between the Hong Kong and Central stations
External wall display of FWD Flagship Service Centre in Tsimshatsui, Hong Kong
About FWD Hong Kong
FWD Group is the insurance business arm of the private investment group, Pacific Century Group. Swiss Re Group invested in FWD Group in December 2013, with a shareholding of 12.3%. FWD’s business spans Hong Kong, Macau and Thailand, offering life insurance services, as well as general insurance, employee benefits and financial planning services in Hong Kong. In addition, FWD 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.
In Hong Kong, the life insurance operating entity, FWD Life Insurance Company (Bermuda) Limited is assigned strong financial strength ratings of “A-” by Standard & Poor’s, “A3” by Moody’s and “A” by Fitch.
About Pacific Century Group
Pacific Century Group (PCG) was established in 1993 and has interests in property, financial services and other investments in the Asia Pacific region. PCG has a strong track record of holding and developing assets over the long term, and has a network of well-established connections in Asia.
Since its inception, PCG has consistently invested in the financial services sector. In February 2013, PCG successfully acquired ING Groep N.V.’s Hong Kong, Macau and Thailand insurance business. In 2010, PCG acquired the global asset management operations from AIG and renamed it PineBridge Investments. Since PCG’s acquisition, PineBridge Investments has received 13 industry awards. The company has more than US$65 billion in assets under management through its global network.
About Swiss Re
The Swiss Re Group is a leading wholesale provider of reinsurance, insurance and other insurance-based forms of risk transfer. Dealing direct and working through brokers, its global client base consists of insurance companies, mid-to-large-sized corporations and public sector clients. From standard products to tailor-made coverage across all lines of business, Swiss Re deploys its capital strength, expertise and innovation power to enable the risk-taking upon which enterprise and progress in society depend. Founded in Zurich, Switzerland, in 1863, Swiss Re serves clients through a network of over 60 offices globally and is rated "AA-" by Standard & Poor's, "Aa3" by Moody's and "A+" by A.M. Best. Registered shares in the Swiss Re Group holding company, Swiss Re Ltd, are listed on the SIX Swiss Exchange and trade under the symbol SREN.