Blue Cross and Uth Creative partner up to launch brand campaign to appeal to younger audience

Blue Cross Insurance and Uth Creative have 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 new campaign also differentiates 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.

This comes as the insurer has witnessed a big jump in travel and tourism after the lifting of social restrictions in Hong Kong. As demand for travel insurance has been on the rise, Blue Cross saw over 160% increase in travel insurance last year, leading to a further bounce of its travel insurance in the first quarter of 2023. Hence, the company is confident about the market outlook and wished to launch a new campaign to appeal to the younger segment. 

Available from 29 May, the campaign titled "Just Right" has featured engaging advertising and marketing activities, including a thematic video featuring local artist Kevin Chu Kam Yin, who is said to have a healthy and positive image, and a female model. The thematic TV commercial showcases the company's dedication to offering the customer the right insurance solution in terms of pricing, coverage, and timing, which are often the key considerations for young consumers when selecting insurance products. While the more mature consumers who may have more protection needs and look for more coverage, young adults tend to not look for more, but the right coverage at the right price in times of need.

To ensure its maximum reach and impact, the “Just Right” ad series has rolled out on TV, digital media, Blue Cross and social media platforms, followed by newspaper, bus and outdoor advertising. The campaign aims to reach out to young customers via both online and offline channels. It has also launched a giveaway of travel vouchers and travel insurance discount offer and a series of product videos. 

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Bonnie Tse, chief executive officer of Blue Cross, said: “Our new brand campaign is focused on the young segment. Young people yearn for a good life and seek life experiences with a purpose. They would treat themselves well, yet they may not have a thorough understanding of their real needs, particularly, protection needs as regards their health and daily life. We understand their wants and needs. The ‘Just Right’ brand campaign speaks their language and radiates a flair of energy and creativity. Blue Cross offers customers with smart and simple medical and general insurance products that fit their needs, fostering a convenient and smooth customer experience in tandem with digital life.”

Desmond So, chief executive officer of Uth Creative, said: “It's always a pleasure to collaborate with visionary marketers who have a clear plan for their unique positioning, and Blue Cross is undoubtedly one of our best clients to work with.”

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