CTF Life's CSO on its latest rebrand and enhancing customer experience

The recent rebrand of FTLife Insurance (FTLife) into Chow Tai Fook Life Insurance Company (CTF Life) (周大福人壽) has seen the company shift its focus to enhancing customer experience.

Don't miss: FTLife to rename to Chow Tai Fook Life Insurance Company

During an interview with MARKETING-INTERACTIVE, Denise Au-Yeung (pictured), chief strategy officer, CTF Life, said while Chow Tai Fook (周大福) is a household name with a nearly century-long history in Hong Kong, Mainland China, and Asia, CTF Life believes that strongly associating with this trusted and highly recognised brand will enhance the effectiveness of its go-to-market efforts.

“We are confident that the new name will help us further enhance customer recognition in these markets,” said Au-Yeung.

Unveiling the new brand identity 

Developed in partnership with creative agency Saatchi and Saatchi, the new brand identity features turquoise as the primary colour. While it symbolises water as the source of life, the colour scheme includes earth tones, representing CTF Life’s dedication to environmental sustainability, said Au-Yeung. 

Moreover, the new icon features four dynamic flowing lines that collectively represent the concepts of wellbeing, growth, healthcare, and legacy - all of which come together to embody the idea of wholeness. 

The new brand identity brings a fresh look to the company and better reflects our dedication to meeting the diverse needs of customers and their loved ones, upholding our brand promise of ‘creating value beyond insurance’.

CTF Life’s new brand image advertising is being gradually rolled out across online and offline channels, such as buses and taxis, according to Au-Yeung. “Our rooftop LED billboards at a grade-A commercial building in Hong Kong Island and the sizable outdoor advertisement next to the Royal Hong Kong Yacht Club will start to show the new brand name from 22 July, adding a fresh element to the Hong Kong skyline.” 

“The new brand will be applied globally. We expect the rebranding to enhance our presence significantly in key markets such as Hong Kong, mainland China, and other markets in Asia.”

Alongside the refreshed identity, CTF Life has also unveiled the “CTF Life • CIRCLE” membership programme, a one-stop lifestyle platform that offers customers diverse experiences, lifestyle privileges, and access to the group's membership network. It aims to leverage the conglomerate's resources to provide quality lifestyle experiences and create value beyond insurance.

CTF Life has launched two brand videos showcasing the new brand and the highlights of “CTF Life • CIRCLE” on television, MTR trains, social media platforms and locations at the group’s conglomerate.

Supporting customers beyond insurance

The Chow Tai Fook Group has made strategic investments spanning infrastructure, healthcare, education, media, energy, and retail, establishing a global presence across more than 30 countries and regions worldwide.

Leveraging collaborations across the diverse conglomerate of the group, Au-Yeung said the company is dedicated to supporting customers throughout their life journey – from wellbeing and growth to healthcare and legacy planning while continuously creating value beyond insurance.

This also aligns with the fact that about 85% of APAC consumers prioritise healthcare maintenance and lifestyle adjustments, a six-percentage-point increase from 2021, according to Bain & Company's Asia-Pacific Front Line of Healthcare 2024 report.

Taking the new membership programme as an example, members can enjoy exclusive offers and privileges within the group's conglomerate. They can also enjoy access to benefits across the group's membership alliance, which will initially include memberships of New World CLUB and KLUB 11.

The membership alliance initially covers Hong Kong and will be extended to cover other membership programmes within the group and benefit an even broader membership base in mainland China. “We hope that more eligible individuals will be able to enjoy the benefits and lifestyle experience this programme promises,” said Au-Yeung. 

Don't miss: FTLife joins hands with businesses to create shared value beyond insurance

Back in January, the company formed a strategic alliance earlier with various businesses within the group, such as the GBA Healthcare Group, Gleneagles Hospital Hong Kong and ARCH Education, with the aim to offer diverse lifestyle experience to customers and their families and enable them to live life to the fullest. This also reinforced our commitment to creating value beyond insurance.

"This partnership reflects our commitment to go beyond traditional insurance and power up the health and wellness of our customers, empowering them to lead fulfilling lives," said Au-Yeung.

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