Blue launches new brand campaign to simplify insurance with humor and digital ease

Hong Kong – Digital life insurer Blue has launched a new brand campaign that uses humour to depict the simplification of insurance processes through its online platform, while continuing to feature the tagline, “Choose Blue, insurance is that simple.”

The campaign begins with a video advertisement that uses light-hearted scenarios to show how Blue’s digital services aim to make insurance more accessible and less complex for customers.

Two versions of the ad have been released — “Savage Mother-in-law” and “Shy Bestie”. Set around a casual dinner setting, “Savage Mother-in-law” features a series of rapid demands met with witty responses, underscoring the message: “Life is complicated enough — fortunately, insurance doesn’t have to be.”

Meanwhile, “Shy Bestie” offers a tongue-in-cheek take on romantic hesitation, delivering the line, “Love doesn’t always come when you make the first move, but Blue always has you covered,” echoing the insurer’s pitch of offering competitive pricing for life protection.

The ads focus on Blue’s online insurance products, which emphasise flexibility and self-service. The campaign is being rolled out across a mix of channels this month, including television, online platforms, buses, taxis, banners, and social media.

Danny Wu, VP and head of digital & marketing of Blue, said, “We aim to break the traditional barriers of the insurance industry by simplifying complex terms and procedures, giving customers full control over their protection. We believe digitalisation brings simplicity and flexibility that better meets evolving customer needs. With Blue, insurance is no longer complicated — customers can complete the entire application process in as fast as 5 minutes, truly making life simpler.”