Blue Cross partners AlipayHK to offer customer-tailored protection

Blue Cross, a local insurance company affiliated to AIA Group, has teamed up with AlipayHK to provide customers with protection tailored to their different needs in life.

Its latest strategic partnership with AlipayHK offers customers a five-day travel insurance for only HK$1 and a host of HK$20 premium vouchers for a limited-time Easter promotion.

This partnership targets 3.3 million AlipayHK users and seeks to expand customer touchpoints to different facets of their daily lives through collaboration with a multitude of strategic partners and digital platforms. 

While the cost of this partnership cannot be disclosed, a spokesperson from Blue Cross told MARKETING-INTERACTIVE that it’s definitely beneficial for both Blue Cross and AlipayHK as they would leverage each other’s strengths and expertise to bring value-added benefits to customers, achieving win-win situation.

"The Easter Promotion is just the beginning phase of the partnership, more promotions will be rolled out." To maximise reach, the campaign is promoted through digital platforms such as banner ads and social media.

In terms of marketing strategies, the spokesperson said that the campaign used grab marketing strategy that brings excitement to consumers. "We made Blue Cross premium vouchers available on AlipayHK platform for its users to grab. Then AlipayHK users can redeem the voucher when enrolling in any designated travel insurance product through Blue Cross website or mobile app, and settling the payment with AlipayHK."

From 18 March to 17 April 2024, AlipayHK users can get a travel insurance premium voucher on the platform which enables them to purchase Blue Cross’s Travel Smart five-day single-trip cover at HK$1.

From now on, customers who enrol in Travel Smart Single-trip Cover or Multi-trip Cover through Blue Cross website or Blue Cross HK App can use AlipayHK to settle payment.

“Upholding its customer-first philosophy, Blue Cross is committed to providing customers with a service experience that accentuates exceptional quality and utmost convenience[...]We are pleased to collaborate with AlipayHK on these exciting offers, allowing customers to cover their protection needs with ease through the popular platform's seamless mobile payment experience," Bonnie Tse, CEO of Blue Cross said.

Tse added, “Blue Cross has been partnering with different membership programmes, such as ‘Asia Miles’ by Cathay Pacific, which bring an array of exclusive offers and rewards to members, a win-win for everyone indeed. Going forward, we will continue our drive to develop diverse and innovative products that will delight our customers while addressing their protection needs. We will also continue to strengthen our distribution network – both online and offline – to foster a one-stop, seamless customer experience.”

Don’t miss: Blue Cross and Uth Creative partner up to launch brand campaign to appeal to younger audience

Back in May last year, Blue Cross Insurance and Uth Creative partnered up to launch a new brand campaign to shed light on the psyche of the youth who love themselves and would treat themselves well.

The campaign also differentiated Blue Cross from traditional insurance companies by highlighting its “Just Right” approach to insurance products designed to meet the specific protection needs of individual customers at the right time and at the right price.

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