OWN THE FUTURE

Launching an insurance brand that everyone can look forward to.

Team output

OOH posters, wraps

Brand launch video

Translation

Brochures

Brand guidelines

Personal contributions

Tagline
Messaging framework

Brand story

Copywriting (sales brochures)

Brand guidelines

SITUATION

Jack Ma's fintech group takes over a Hong Kong finance firm to launch a new insurance brand. Uncertainty ensues.

How can stakeholders, employees and customers feel positive about the unknown? How can this new brand make its mark in Hong Kong, the capital of samey insurance brands?

INSIGHT

This was no ordinary acquisition. Political elephant in the room aside, the promise of AI-enhanced services – along with the fintech group's high status and experience – offered compelling reasons to believe in the brand.

Change was coming. It had to motivate confidence for internal and external audiences or risk alienating everyone.

STRATEGY

A new positioning and tagline everyone can relate to: Own the future.

The phrase helped give many audiences confidence about what's coming next in many ways: stability in one's career for employees, and why people buy insurance in the first place for customers. The phrase determined the logic of the brand and shaped the brand identity.

To maximize great first impressions, the brand went all out on a multi-channel launch campaign. A supporting strategic brand story explained the acquisition and instilled excitement. This story was shared internally, released in Hong Kong popular press and featured on the brand's website.

CREATIVE

The brand's sales brochures got rewritten with a more confident and less jargony voice along with simpler graphics and brighter photography to reflect the new strategy.

OUTCOMES

Acrobats, Catherine wheels, Jack Ma's presence. All the creative featured at a theatrical internal launch event that helped staff get behind the new brand.
Insurance is a parity category. The refresh helped the brand stand out as more down-to-earth and tech-focused among Hong Kong giants (that are typically dated brand-wise).
Impact and recognition around Hong Kong, with the tagline Own the future still spearheading subsequent brand campaigns.
Future projects, including refreshing materials for the incumbent brand's campaign inspiring children to become astronauts.