Breaks the Staid Image of the Insurance Industry and Continues to inject Youthful Vigour into the Brand
Hong Kong, Oct 27, 2014 - (ACN Newswire) - Dah Sing Life Assurance Company Limited ("Dah Sing Life") is to launch a new TV advertising campaign today that further consolidates and promotes the brand's core value - the 'Can Do Hong Kong Spirit,' as well as to add more youthful elements into the traditional life insurance business to achieve a breakthrough in the industry's staid image. With the aid of animation technology, audiences can see the interaction between Wong Kam Po, the Asian champion racing cyclist, and a shark in portraying a real-life crisis on TV screen. Making use of series of interactions between the two characters, the advertising campaign aims to remind the public that danger could strike ubiquitously at any time and good preparation is the way to face adversity fearlessly. The new TV ad campaign will debut on various channels at 7pm tonight.
The new TV ad campaign featuring Mr. Wong, brand ambassador of Dah Sing Life, and the animated shark has demonstrated the Company's outstanding creative approach to marketing. Dah Sing Life has created a "boy next door" image for Wong Kam Po to represent the new generation and an antagonist which is a violent animated shark symbolizing the sudden appearances of health hazard in our daily life. Through this approach, the advertiser intends to break the inherent practice of deploying "people-orientation" and "emotional appeals" in insurance advertisements. Instead, Dah Sing Life chooses to juxtapose a top athlete with a high-level of positive spirit against an animated shark as key characters in the campaign to create interesting conversation and exciting action scenes, in the hope to arouse the awareness of the need of health protection in the young generation and encourage them to take precautions before it is too late, thus attracting and expanding to a new generation of customers.
Ms Eleonore Chow, Chief Executive Officer of Dah Sing Life, said, "Young people are the future leaders of our society whom we cherish the most. However, various crises in society can disrupt their plans in life and affect their future development. Yet, many of the younger generation may not care much about protection of their own future. Thus, as a life insurance and wealth management consultant, our dedicated team has the responsibility to serve them wholeheartedly, to put ourselves in their shoes with unconventional thinking and to tailor-made life insurance products and provide advices which suit them, so as to help them realise their dreams. All of these concerns are reinforced by the concept of the new advertisement campaign which pulsates with energy, improving on the old pattern and pioneering innovation in order to create a prosperous future."
Mr. Wong Kam Po, brand ambassador of Dah Sing Life, said after shooting the commercials, "The shooting experience is very different from previous advertisements I have been involved in. My partner this time is a virtual shark, therefore I had to fully emerge myself into the acting and concentrate on imagining the interaction between us in every shot. The image of "the boy next door" is also different from my previous role deeply-rooted in my past athletic success. The innovative approach of this TV ad campaign has created a really interesting and unforgettable experience for me. It also reminds me to focus on whatever I do and the importance of the 'Can Do Hong Kong Spirit'. This experience makes me understand that as long as we strive to achieve breakthroughs, we can make progress and improvement even when things are deeply entrenched."
Besides the new TV commercial, as part of the new branding campaign, Dah Sing Life will promote its new youthful and approachable image through multi-media channels, including social media, out-of-home advertising and poster advertisement on the surface of buses serving different routes.
About Dah Sing Life
Dah Sing Life Assurance Company Limited ("Dah Sing Life") is a wholly owned subsidiary of Dah Sing Financial Holdings Limited (DSFH). Dah Sing Life was established in May 1990, with its headquarters situated in Hong Kong. Dah Sing Life and its forerunner's operations can be dated back more than 30 years. The company's main businesses include endowment, investment-linked life protection, lifestyle protection, savings and retirement protection, education protection, term protection and other additional protections, such as medical, critical illness, accident and waiver of premium riders. The wide range of services on offer caters for clients' different needs. With continuous efforts and sincere attitude to the pursuit of quality products and superior service, Dah Sing Life has won customers' trust and has established its leading position in the life insurance market in Hong Kong. The company has also received various international recognitions. Dah Sing Life received the ISO9002 certificate for the first time in 1998. The company was the first life assurance company in Hong Kong to receive the ISO9001 certificate in 1999. Dah Sing Life has then received the ISO 9001:2000 certificate again in 2002 and remained the holder of the certificate until the company was awarded the ISO 9001:2008 again in 2009.
Source: Dah Sing Life
Contact:
Dah Sing Life Assurance Company Limited Mr. Camille Tam Head of Marketing Tel: (852) 3767-8660 Email: camilletam@dahsing.com Strategic Financial Relations Limited Ms. Denise Siu Tel: (852) 2114-4913 Email: denise.siu@sprg.com.hk
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