OneDegree empowers working mums to seize the moment with families with new campaign

Local digital insurer OneDegree has partnered with local creative agency Giraffe Hong Kong again to roll out a new micro movie upon the launch of its new home insurance plan, encouraging working mums to seize the moments with their children.

The idea of the campaign came from the belief that home appliance breakdowns have long been a source of trouble for countless families. According to a Consumer Council survey in 2019, common home appliances such as televisions, air conditioners and refrigerators have experienced breakdowns. Another key message revolving around more women becoming the head of household came from the findings of a Grant Thornton International study.

Available until December, the month-long campaign kicks off with a heartwarming micro movie centred around working moms. Under the series Cherish and Love with Time (用心守護，用時間愛), the video ad captured a working mum finding difficulties in balancing her work and spending quality time with her son. In the meantime, she was troubled by the breakdown of quite a number of home appliances. 

The story plot transited as the mom discovered a broken TV remote control and she thought that his son broke it and scolded him. However, his son told her that he tried to fix the remote control to let her watch TV after work.

In a conversation with MARKETNG-INTERACTIVE, a spokesperson from OneDegree said this campaign targeted working mums in affluent families. The micro movie highlights that the company’s home insurance plan empowers working mums and heads of households to enjoy every moment with their families and relieve their stress.

A check by MARKETING-INTERACTIVE saw on Facebook that the micro movie has garnered over 121K views. While some netizens said they felt resonated with the mum in the micro movie, some said they also experienced a number of electrical appliances that went out of order at the same time. 

To engage a wider audience, the campaign is displayed on a giant billboard at Tai Lam Tunnel. The micro movie is also aired on social platforms such as Facebook and Instagram, as well as blogs on the company’s website. 

Emily Chow, deputy chief executive of OneDegree, said: “We had a huge success from the last campaign with the touching cat video, we recorded three million views and sales volume follows. That proved the importance of touching the customers’ hearts for a successful marketing campaign."

“When it comes to home insurance, our ultimate aim is to be the support of families so they can be stress-free when trouble happens, leave it on our good hand, and enjoy quality family time. We found that it is common that working mums have to take care of all the minor troubles at home including broken home appliances, which take up their time to spend with their precious children and family members. Thus we targeted this type of audience and created the micro-film, hoping we can create resonance with them,” Chow added. 

Don't miss: OneDegree's new campaign reminds consumers to cherish their moments with pets

Back in August, OneDegree partnered with Giraffe Hong Kong to roll out a micro movie upon the launch of its new round of pet insurance plans, showing how fast time passed for a cat and encouraging pet owners to love their pets as much as they could when there is still time.

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