Hong Kong – Blue Insurance Limited has tapped Omnicom Media Group (OMG) Hong Kong for its latest programmatic digital out-of-home (pDOOH) campaign that featured a retargeting strategy plan to achieve high accuracy and audience engagement.
For this campaign, Blue Insurance aimed to boost awareness and consideration for its ‘Term Life Insurance (TL3)’ offering. To achieve this, OMG HK recognised the need for an innovative strategy to enhance the campaign’s effectiveness and introduced an advertising opportunity through clinic TVs.
The OMG HK team capitalised on using clinic TVs and strategically selected MTR stations near residential areas to raise awareness of life insurance among target audiences.
Blue Insurance and OMG HK placed digital ads on TV screens in clinic waiting rooms to educate patients on the importance of life insurance while they waited for consultations. This approach utilised a smaller, more targeted setting to engage consumers who might be considering insurance options. The campaign focused on approximately 60 clinics to effectively reach the intended audience.
The team also strategically chose MTR stations near 14 residential areas in Kowloon and the New Territories for ad placements. The ads were displayed on JC Decaux’s (JCD) trackside TVs and new 98-inch Ultra Digital Panels, making Blue Insurance the first client to utilise this cutting-edge technology. These panels represent JCD’s inaugural digital, 4K screens within their transport advertising network.
Unlike traditional OOH advertising, programmatic DOOH (pDOOH) placements deliver contextually relevant ads to individuals in the vicinity and enable retargeting on desktop or mobile devices, providing Blue Insurance with greater precision in their advertising efforts. The accuracy and effectiveness of this retargeting strategy revealed that over 90% of the retargeted audience, who were near the pDOOH ads, expressed interest in insurance products, with 68% specifically showing a keen interest in life insurance.
Jacky Wong, senior performance manager at OMG Hong Kong, said, “While OOH focuses on reaching a large audience, DOOH prioritises targeting quality. Our goal is to optimise ad spend for our clients by accurately retargeting users on mobile and desktop, ensuring every dollar is spent wisely for maximum impact.”
Joanne Choy, senior manager of brand, distribution, and marketing at Blue Insurance Limited, also said, “The campaign has enabled us to successfully raise awareness of term life insurance and refundable critical illness insurance among our desired consumer groups. OMG Hong Kong is working with us to review the campaign and offer ways to better utilise retargeting for future initiatives. We are glad to have a partner that understands the importance of innovation and one that equips us with the knowledge and strategies to constantly enhance our marketing efforts.”
