Campaign details

Brand: FWD Insurance Hong Kong
Brand owner: FWD Insurance Hong Kong
Lead agency: Tribal Worldwide Hong Kong
Country: Hong Kong
Industries: Insurance
Media channels: Online video, Outdoor, out-of-home, Print, Social media, Television, Websites & microsites
Budget: 500k - 1 million

Executive summary

The insurance category in Hong Kong rewards history. Unlike other categories, where youth, pizzazz and disruption can have their day, the insurance category has been stubbornly conservative, and rightfully so. After all, there is simply more at stake. When it comes to your money and future, it makes sense to trust the more seasoned professional who has weathered the storms and been around longer.

At five years young, insurance company FWD launched a series of retirement products in the face of household behemoths that had been around decades longer. More than that, it had to do so by targeting a younger audience that was dissociated from the product, and an older audience that was dissociated from the youthful brand.