Blue Insurance
Hong Kong's first digital life insurer
A bilingual website and launch campaign for Hong Kong's first digital life insurer, delivering 10,000 social followers in one month and 3,000 sign-ups in week one.
The brand
Blue is Hong Kong’s first digital life insurer. The proposition is built around removing the friction of traditional life insurance: no long forms, no jargon, no paperwork. Customers answer a short set of online questions and can get covered in minutes, directly on mobile or desktop.
The challenge
Launching the first digital life insurer in a market dominated by agent-led incumbents is a trust problem as much as a product problem. Blue needed a digital presence that felt credible enough for life insurance, simple enough for a quick sign-up, and visible enough to build an audience from a standing start, in both Chinese and English.
Our approach
We treated the website and the launch campaign as a single product.
- Designed a bilingual Chinese and English site optimized for mobile and desktop
- Built an intuitive interface around the short-form quote and sign-up flow
- Developed SEO-oriented content to compete for high-intent insurance queries
- Ran social media and digital advertising to build the audience and feed the funnel
- Shaped the campaign around lead generation, with every creative pointing to a clear next step
The content strategy kept technical language out of the front door while still satisfying the trust signals a life insurance buyer needs to see.
Results
Within the first month, Blue gained 10,000 new social media followers. In the first week alone, the site generated more than 3,000 newsletter sign-ups, giving the brand a real owned audience from day one and a working digital pipeline for ongoing acquisition in Hong Kong.
A look at the work
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