FWD HK empowers HKers to 'be true' with new branding campaign

FWD Hong Kong has unveiled a branding campaign, encouraging customers and employees to be true and frank with the brand. 

Revolving around the theme “Be True”, the campaign is created in partnership with creative agency To Be Honest and PR agency Hill&Knowlton (H&K). It aims to demonstrate that FWD champions the spirit of open dialogue, listening to what people truly think, and sharing their thoughts authentically - no more, no less. 

In line with this ethos, the campaign also seeks truth from facts, underscoring its commitment to insurance excellence through thoughtfully designed products, heartfelt services, and authentic data. 

Running until end of April, the campaign spotlights 10 trendy and witty conversations from diverse individuals, highlighting FWD's customer-centric approach and boldness in adopting customers’ perspectives.

These conversations include “Have you ever been committed to something for 10 years?” (你有冇一件事堅持咗10年？), “As for concert tickets, I can never seem to buy them,” (啲演唱會飛，根本就買唔到) and “I don't want any gaps in my relationships,” (我唔想段關係入面有缺口！)

Furthermore, the campaign has brought to life the visual of innocent and playful children bringing out FWD's sincerity. The contrast between "sincere truths x children" is adopted to attract attention and tell the story of FWD effectively.

In a conversation with MARKETING-INTERACTIVE, FWD HK's spokesperson said: "While our past collaborations with celebrities have been successful in engaging a wide audience, this year we're taking a different approach for our new campaign theme, 'Be true'. We're focusing on seeking truth from facts to demonstrate our dedication to insurance excellence, in line with this, we've chosen to use images of children in our campaign. Children, in their innocence and honesty, embody the essence of truthfulness."

"The campaign allows us to connect more authentically with our customers, by presenting scenarios that are relatable and grounded in real-life experiences. It's a testament to our commitment to understanding and meeting our customers' needs, while changing the way people feel about insurance," the spokesperson said.

In terms of medium of promotion, the campaign is being rolled out across multiple communication channels from now till April, including OOH at MTR stations, bus shelters, bus bodies, as well as FWD’s own platform, FWD MAX and through a social media campaign featuring interactive games and KOL engagements.

Paul Tse, chief marketing and digital officer of FWD Hong Kong and Macau, said, "We're excited to launch this new brand and product campaign to embrace the spirit of speaking one's mind. We resonate with the public through candid conversations and truth from facts, and demonstrate FWD's dedication to insurance excellence through our genuinely designed products, heartfelt services and authentic data. We're committed to changing the way people feel about insurance, making it easier for people to protect themselves and their loved ones."

Don't miss: FWD Group marks 10th anniversary with region-wide community initiatives

Back in August last year, FWD Group introduced its “10 grants in 10 markets” charitable initiatives for local communities across 10 markets in Asia, celebrating its 10th anniversary. These markets included Hong Kong, Macau, Thailand, Japan, Cambodia, Indonesia, Malaysia, the Philippines, Vietnam and Singapore.

The community initiative provided grants in each of the 10 markets where FWD operates, supporting charitable programmes with a focus on financial inclusion. The FWD Group Community Care programme forms part of its environmental, social and governance (ESG) strategy.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

(Photo courtesy: FWD HK's Instagram)

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