OneDegree's new campaign reminds consumers to cherish their moments with pets

Local digital insurer OneDegree has rolled out a new micro movie upon the launch of its new round of pet insurance plan, showing how fast time passes for a cat and encouraging pet owners to love their pets as much as they can when there is still time.

The campaign comes as more families in Hong Kong are having pets in recent years. OneDegree cited Hong Kong Census and Statistics Department's figure that the local pet cat and dog population soared to an estimated 405,000 in 2018, with cats making up 184,000 of this number. The company believed that the pandemic has amplified this trend as people have sought companionship in pets while spending more time at home, which may drive the demand for pet insurance in Hong Kong.

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Available until 31 August, the month-long campaign kicks off with a heartwarming micro movie centred around cats. Namely Cherish and Love with Time (用心守護，用時間愛), the video ad captures the small, yet significant, moments shared between a cat and its owner throughout their journey together, serving as a poignant reminder of how quickly a decade with a cherished feline companion can pass.

Done in collaboration with local creative agency Giraffe Hong Kong, the video ad highlights the owner's worries when her cat was sick, conveying the message that pet owners can rest assured to protect their pets with Onedegree's latest pet insurance plan. 

In a conversation with MARKETING-INTERACTIVE, Emily Chow, deputy chief executive of OneDegree said the idea of the campaign came from Chow and her teammates, who are mostly cat owners. "That’s why we spend quite a lot on time on digging deep into consumers’ thoughts as a cat owners, we can understand what they consider as precious and important and what they need in terms of a comprehensive insurance coverage."

"The key to success for a marketing campaign is very much to know consumers well and connect with them with a common value, and in this campaign is, we as cat owners treasure very much the time we spend with our cats but time flies faster than we can imagine," she added.

A check by MARKETING-INTERACTIVE saw on Facebook that the micro movie, which was launched on 8 August has recorded over 1.1M views. While some netizens said the movie was very touching, some said it reminded them that they should spend more time with their pets. 

To engage a wider audience, the campaign will be displayed on a giant billboard at Tai Lam Tunnel next week until November. Static ads will also be displayed at the Cat Expo held at HKCEC from 25 to 27 August. The video ad is also aired on social platforms such as Facebook, YouTube and Instagram.

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