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Virtual Insurer OneDegree Celebrates Diversity in Pride Home Insurance Launch

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Carat and Giraffe feature traditional and LGBTQ+ families in the campaign

Virtual Insurer OneDegree Celebrates Diversity in Pride Home Insurance Launch

With Pride Month being celebrated throughout June, we shall all take this time to not only bring colours around the streets, but to rethink how we can foster a more inclusive culture through initiating practical changes to our community. OneDegree Hong Kong Limited (OneDegree), the leading Virtual Insurer aiming at providing insurance products with better coverages at a valued-for-money cost through technology, decides to step up and promulgate family protection without borders – through launching its Home Insurance to extend coverages to diverse families with its ad campaign developed by Giraffe Hong Kong and media distribution amplified by Carat.

The campaign, launched on Jun 8, is a deep-dived, unscripted 2min and 25sec interview video that featured 10 LGBTQ+ couples, including celebrity Kayla Wong and her fiancée Elaine Chen-Fernandez, where they expressed thoughts around their definition of “home”, a definition that might differ by person but in fact universal by nature – it’s built from LOVE. “To share a dream home with your beloved one should be something you deserve for, but not something you have to fight for. This is why we come up with an idea that simply asking all the couples “What is home?”, to show that LGBTQ+ and straight families are just the same. We share the same needs, thus deserve the same protection.” Said Sean Lee, creative partner of Giraffe Hong Kong.

OneDegree believes all families are worth protecting and should share equal rights in the society. “We believe that insurance is not only a written insure on paper, but a promise that we give to protect all families out there.” Said Alvin Kwock, co-founder of OneDegree Group. OneDegree identifies the market gap and the need for inclusiveness for a diverse community, in addition to consumers’ need for a more personalised, nimble and most-valued-for-money insurance coverage. Therefore, its new home insurance package can be personally tailored and extends from the basic coverage for household contents to include Pets Owner’s Third-party Liabilities, Home Appliances Warranty, School Closure Compensation due to covid-19 and Hospital Cash due to Accident from working at home, eligible for both traditional and LGBTQ+ families with proof of cohabitation for at least 12 months.

“Since the social media video launched on Jun 8th, it has already achieved over 1.5m views and created a lot of social discussion and cares to the topics. This is a “Truman Show” video that we don’t have any scripts from the couples, it’s authentically their voices. Home in LGBTQ+ eyes are same as anyone else, and therefore we truly believe we shall treat them equally as any others, giving them the same rights and privileges under our Home Insurance Product.” said, Emily Chow, general manager of OneDegree.

“Diversity and Inclusivity have been a global trend, and we are happy to join hands with OneDegree to show support on this universal value especially during pride month.” Said Polly Ip, business director of Carat Media Services Media Hong Kong. “We have two target segments identified, LGBTQ+ community and the Mass Audience. To accurately capture the right audiences, we leveraged multiple programmatic partners riding on vertical 3rd party data, contextual intelligence to reach out to LGBTQ+ community with combing audience and sentiment segments in real time. With advanced predictive cookie less solution, we are able to identify high value and discover new trending contents that resonates with our target audience to ensure campaign relevancy and drive on-target reach. This differed us from other typical insurance product campaigns.”  

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Brand

Advertiser: OneDegree Hong Kong Limited

Head of Branding & Marcom: Carrie Foon

Head of Growth: Jamie Ng

Senior Marketing Manager: Rachel Chan

Social Media & Community Manager: Ching Chui

Media

Media Agency: Carat Media Services Hong Kong

Business Director: Polly Ip

Associate Buying Director: Tammy Mo

Associate Planning Director: Kitty Kwan

Senior Planner: Carina Wong

Programmatic Director: Ashley Yeung

Senior Programmatic Trader: Jason Chan

Agency

Creative Agency: Giraffe Hong Kong

Creative Partner: Sean Lee

Creative Director: Steph Kwan

Account Director: Nam Chan

Genres: People

Categories: Insurance, Finance

Dentsu Inc., Tue, 14 Jun 2022 07:55:13 GMT