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Breaks the Staid Image of the Insurance Industry and Continues to inject Youthful Vigour into the Brand
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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.
 | | Dah Sing Life Launches New Creative TV Advertising Campaign; Star-Cyclist Wong Kam Po partners Shark to Penetrate the New Generation Market |
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.
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
Topic: Press release summary
Source: Dah Sing Life Assurance Co Ltd
Sectors: Daily Finance, Daily News
https://www.acnnewswire.com
From the Asia Corporate News Network
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