FWD launched two innovative VHIS products – vCANsurance and vPrime Medical Plans in 2020, with a suite of first-in-the-market features. To promote our brand-new offerings, we rolled out an omni-channel campaign, namely, “Better coverage, more comprehensive protection,”aiming to deliver a focused messaging across multiple points of contact.

Partnering with local television network ViuTV, FWD sponsored and co-created TV drama series, Single Papa, for affinity seeding, subtly injecting brand and product elements into the story. A 360-degree campaign covering both online and offline channels was then launched in two phases by leveraging the popular drama to introduce our new products before we further extended to PR and partnerships. Not only did the campaign successfully help boost brand awareness, our business was also able to reap the benefits.