Blue Insurance
Hong Kong's first digital life insurer
Hong Kong’s first digital life insurer needed people to trust a policy they could buy in minutes. We built the bilingual website and the launch campaign as one product.
Covered in minutesBuilt around the quick quote10,000
new social followers in the first month
3,000+
newsletter sign-ups in week one
Minutes
to get covered online, on mobile or desktop
Hong Kong A trust problem
Selling life insurance without the agent
Blue is Hong Kong’s first digital life insurer. Customers answer a short set of questions online and can be covered in minutes, on a phone or a laptop. The long forms and the paperwork are gone.
The market it walked into is dominated by agent-led incumbents. Launching the first digital life insurer there was a trust problem as much as a product problem.
Blue also started with no audience at all, and it had to talk to Hong Kong in both Chinese and English.
What the launch had to solve
Agent-led incumbents
Competitors sell face to face. Blue had to earn the same confidence through a screen.
Credible enough for life cover
A quick sign-up can look flimsy for a product this serious. The site had to feel solid.
Simple enough to finish
The whole proposition is speed. Any friction in the quote flow would undercut it.
Two languages, zero followers
A bilingual audience to build from a standing start.
The build Site and campaign
One product: the website and the campaign together
We treated the website and the launch campaign as a single product. Every creative pointed to a clear next step, and the site was built around the short-form quote.
What went into it
- Bilingual site for mobile and desktop
- Quote and sign-up flow
- SEO content
- Social and paid media
The SEO content went after high-intent insurance searches, and the campaign was built around lead generation.
Plain words up front
Technical language stayed off the front door.
Trust signals where they count
The proof a life insurance buyer looks for stayed easy to find.
Month one Results
An audience from day one
The numbers came fast. Blue left its first month with an owned audience and a working pipeline for acquisition in Hong Kong.
The first month
Week one
More than 3,000 newsletter sign-ups
An owned audience in the first seven days, one Blue can reach directly without paying a platform.
Month one
10,000 new social followers
Social and paid media built the audience and fed the funnel toward the quote.
Social
10,000
New followers in the first month
From a standing start.
Owned audience
3,000+
Newsletter sign-ups in week one
The start of a pipeline for ongoing acquisition.
After launch Takeaways
Make the first step small and obvious
What carries over
Treat site and campaign as one job
When every creative points at the same next step, the traffic you pay for lands somewhere useful.
Simple and trustworthy can coexist
Keep the jargon out of the front door and the trust signals in plain sight.
Collect an audience you own
A newsletter list stays with the brand whatever the platforms do. Launch week is a good time to start one.
Services delivered
- Campaign
- Design
- Media
- Website
About the data: follower and sign-up figures cover the first month and the first week after launch, as reported for the campaign. This case doesn’t cover media budgets or commercial terms.
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