Hong Kong – MSIG Insurance (Hong Kong) Limited has launched its new helper insurance campaign, “Assured Helper, Confident Employer”, featuring popular artist Lam Shing Bun (Bob Lam) as product ambassador.
The campaign promotes MSIG Helper Insurance across television, online videos, outdoor advertising, and digital platforms, aiming to reinforce the company’s position in Hong Kong’s helper insurance market.
Targeting families as its primary audience, the initiative leverages Bob Lam’s relatable public persona. Known for sharing humorous glimpses of life with his six-member family, Bob’s experience as an employer of domestic helpers adds credibility and helps the campaign resonate with viewers.
The campaign video opens with Bob livestreaming from home, showcasing everyday household moments—his wife prompting him to tackle chores and netizens asking questions about domestic helpers. It also highlights the insurance plan’s broad scope, offering coverage for medical needs, liability, and service interruptions, with options that can accommodate various types of domestic helpers and caregiving arrangements. The plan is positioned as accessible and efficient, with features such as simplified online applications and fast claims processing.
This marks MSIG’s first major promotional campaign for 2026, employing a multi-channel strategy that spans television, YouTube, social media, and digital platforms. Outdoor placements include tram and bus wraps, large-scale billboards in Causeway Bay, and digital screens in high-traffic areas, ensuring broad reach and strong visibility across Hong Kong.
Philip Kent, chief executive officer of MSIG Hong Kong, stated, “Hong Kong today is home to more than 360,000 foreign domestic helpers, as well as over 20,000 local ‘hourly workers’. As such, there is significant market demand for insurance that specifically caters to both their needs and those of their employers. That’s why we have developed a comprehensive and affordable plan that provides extensive medical coverage for domestic helpers and helps their employers cope with financial burdens associated with illness.”
He added, “We view helper insurance as one of our flagship offerings and believe it truly embodies our commitment to ‘Assured Helper, Confident Employer’, which is the essence of the campaign. We aim to help the public understand how helper insurance can benefit families and to establish MSIG as the market leader in Hong Kong for this type of insurance.”
