FWD Insurance: Passion Never Retires

Newcomer insurance brand FWD used a multi-channel campaign in Hong Kong to target potential customers, young and old, and outperform a mature, established category.

Campaign details

Brand: FWD Insurance Hong KongBrand owner: FWD Insurance Hong KongLead agency: Tribal Worldwide Hong KongCountry: Hong KongIndustries: InsuranceMedia channels: Online video, Outdoor, out-of-home, Print, Social media, Television, Websites & micrositesBudget: 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...

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