Hong Kong – Virtual insurer OneDegree has launched its newest campaign for Pride Month, celebrating the diversity across the community as part of their endeavour to launch its home insurance offering to extend coverages to diverse families.
Conceptualised alongside Giraffe Hong Kong and distributed alongside Carat, is a deep-dived, unscripted 2min and 25sec interview video that featured 10 LGBTQ+ couples, including celebrity Kayla Wong and her fiancée Elaine Chen-Fernandez, where they expressed thoughts around their definition of ‘home’, a definition that might differ by person but in fact universal by nature.
OneDegree identifies the market gap and the need for inclusiveness for a diverse community, in addition to consumers’ need for a more personalised, nimble and most-valued-for-money insurance coverage. Therefore, its new home insurance package can be personally tailored and extends from the basic coverage for household contents.
Speaking on the campaign launch, Alvin Kwock, co-founder of OneDegree Group, said, “OneDegree believes all families are worth protecting and should share equal rights in the society. We believe that insurance is not only a written insurance on paper, but a promise that we give to protect all families out there.”
Meanwhile, Sean Lee, creative partner at Giraffe Hong Kong, commented, “To share a dream home with your beloved one should be something you deserve for, but not something you have to fight for. This is why we came up with the idea of simply asking all the couples ‘What is home?’, to show that LGBTQ+ and straight families are just the same. We share the same needs, thus deserve the same protection.”
Lastly, Polly Ip, business director at Carat Media Services Hong Kong, said, “We have two target segments identified, LGBTQ+ community and the Mass Audience. To accurately capture the right audiences, we leveraged multiple programmatic partners riding on vertical 3rd party data, contextual intelligence to reach out to LGBTQ+ community with combing audience and sentiment segments in real time. With advanced predictive cookieless solution, we are able to identify high value and discover new trending contents that resonates with our target audience to ensure campaign relevancy and drive on-target reach. This differed us from other typical insurance product campaigns.”
