Making use of media relations and creative campaigning to maintain presence in the digital insurance market

Blue Insurance

Hong Kong’s digital insurance market is getting more and more competitive. Launched in 2018, Blue Insurance (Blue) is the first digital life insurer in Hong Kong. Blue focuses on providing simple, flexible and valuable insurance solutions through online channels. The company is committed to making people’s lives easier and empowers them to take charge of their own protection by leveraging its advanced technology including cloud computing, blockchain, data analysis, and AI.

Sinclair was appointed in 2021 to maximise brand and insurance product exposure across channels, with the aim to gain positive sentiment and responses from the public and media towards Blue’s innovation on business development and product development. Additionally, we were tasked to strengthen the brand’s leadership and reputation through thought-leadership building and creative marketing campaigns.


Strategy Developed a strong and unique narrative for Blue that highlighted its key brand messages, then maximised brand exposure and understanding of digital insurance through media relations and creative campaigns. This ensured the brand was always top-of-mind among target audiences, and further expanded the consumer base.

Storytelling Developed strong narratives to ensure consistent communication about Blue’s key messages across different media channels in order to reach our target audience while simultaneously highlighting new campaigns and product developments. The narrative and messaging of different campaigns were tweaked to resonate with media in different beats (e.g. business and lifestyle).

Events To celebrate Blue’s  3rd anniversary, celebrities Jeffrey Ngai, MC Cheung and Chloe So were invited to an event to share their collaboration on the brand’s micro-film – 30+ media were in attendance. To launch an industry-first refundable critical illness product, we arranged a pop-up street event before Christmas as a consumer touch point. Both events were attended by top-tier media from the business and entertainment sectors.

Thought Leadership Secured interviews with regional and local media for Blue’s spokesperson to share market insights, discuss the business plan and talk about the brand’s story.

Engage Nurtured existing media relationships and developed new ones on behalf of the brand through proactive media outreach. We shared regular updates about Blue’s unique features and offerings – including new partnerships or products that were launching – through various owned and earned media channels.

Celebrities join Charles Hung (middle left), CEO and Executive Director of Blue, to introduce Blue’s new mascot
media coverage
stories were generated in local and regional media
icon reach
+20 billion
reach through print, online and social media
media engagement
media at events and interviews
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