Blue is Hong Kong’s first digital life insurer - in fact we are more than that, much more. As a joint venture between Aviva plc., Hillhouse Capital, and Tencent Holdings Ltd, Blue was launched in September 2018 with a founding vision to design simple and flexible insurance solutions with customers, for customers.

Blue strives to redefine customer engagement by introducing out-of-the-box and culturally-relevant campaigns. We adopted an omni-channel digital marketing strategy for our launch, covering search, display, social engagement, and affiliate partnership – all aimed at enhancing brand awareness and customer engagement.

One of our innovative campaigns was “Blue Guru” – Hong Kong’s first AI chatbot game, where participants could interact with the chatbot to receive health tips and lifestyle rewards. We also partnered with Tencent’s music streaming platform, JOOX, to tap into the wider consumer segment.

The backbone behind all activities was a powerful digital model, which enabled us to directly garner insights and create campaigns that customers were more engaged with.