FWD Challenges the Insurance Industry
By Encouraging People to 'Live For Now'
Hong Kong, 25 April 2016 - FWD Hong Kong has unveiled the new, 'Live For Now' regional brand campaign, challenging the traditional clichés of the insurance industry and positioning itself as an insurer that empowers people to live life to the full now with optimism and confidence.
Driven by the brand's vision to "change the way people feel about insurance", the 'Live For Now' campaign aims to reinforce FWD's customer proposition - 'Live life to the fullest. Leave the worries to us' which was introduced in the brand's inaugural campaign 'Get ready to live'. Launched firstly in Hong Kong, the regional campaign is expected to strengthen FWD's differentiated position as a challenger brand that aspires to create refreshing customer experiences with easy-to-understand insurance solutions for people's everyday life.
David Wong, Chief Executive Officer of FWD Hong Kong & Macau, said, "We know that the insurance industry has traditionally promised dreams of the future that are often outdated in modern life. At FWD, we think insurance should be liberating, empowering people to live life to the full now without hesitation. FWD wants to challenge the clichés that insurance is about the future. Insurance is also a now thing that should be closely connected to our everyday life by covering a lifetime of todays." "Through the new campaign, we aim to accentuate our aspiration of empowering people to live with optimism, energy, and confidence now, not a number of years later," David added.
The distinctive idea about living the moment extends to challenge the conventional concept about waiting. Paul Tse, Chief Marketing Officer of FWD Hong Kong & Macau, commented, "While addressing people's protection needs today and into the future, we believe insurance should be instantly and easily accessible, not just in its coverage but also the services it provides. Yet we notice people in Hong Kong are quite accustomed to waiting, such as lining up for hours for dinner, waiting in traffic jam to get through the Cross Harbour Tunnel, waiting to get on buses. Through the 'Live For Now' campaign we wish to inspire people to revisit their perception about waiting."
"FWD takes a balanced, multi-channel sales distribution approach, which is supported by our multi-touch point customer service platform. The aim is to let our customers connect with us anytime, anywhere in their preferred ways, without waiting." Paul added.
FWD Hong Kong has kicked off the regional campaign with out-of-home advertising in MTR and outdoor billboards, which is followed by a new television commercial (TVC), bus-stop shelters advertisements, and online advertising. Visualising the campaign is a suite of dynamic images capturing people's passionate moments. Local visuals have been added to enrich the flavours of Hong Kong people's daily life.
Debuted with outdoor billboards in Hong Kong, FWD's 'Live For Now' regional brand campaign reinforces customer proposition 'Live life to the fullest. Leave the worries to us.'
The 'Live For Now' campaign puts forward the idea that insurance should empower people to live their life now with optimism, energy and confidence on a daily basis.
About FWD Hong Kong & Macau
FWD Group's businesses span Hong Kong & Macau, Thailand, Indonesia and the Philippines. In Hong Kong, FWD offers life and medical insurance, employee benefits, pension, and general insurance. The life insurance and general insurance operating entities have been assigned strong financial strength ratings by international rating agencies — FWD Life Insurance Company (Bermuda) Limited is rated "A3" by Moody's and "A" by Fitch; and FWD General Insurance Company Limited is rated "A" by Fitch.
FWD is focused on creating fresh customer experiences, with easy-to-understand products, supported by leading digital technologies. Through this customer-led approach, FWD will achieve its vision to become the leading pan-Asian insurer that changes the way people feel about insurance.
Established in Asia in 2013, FWD is the insurance business arm of investment group, Pacific Century Group.
For more information please visit WWW.FWD.COM.HK.
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FWD Hong Kong
Liza Wong
Catherine Tse
Jacqueline Choy
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