Local digital insurer OneDegree.hk is spotlighting both traditional and LGBTQ+ families in its new campaign video, which seeks to define the meaning of home, as it promotes its latest home insurance. The video, which is over two minutes long, is unscripted and features10 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.
Some of the interviewees described home as “where you can be your true self” and “where I can let down my defence”. Some of them shared their experiences and sweet moments with their beloved ones at home, before finally arrive at the answer that “home is where each other are”. The ad campaign was developed by Giraffe Hong Kong and media distribution was amplified by Carat.
Alongside the video was an Instagram caption that said: “The answers to the meaning of home can be variant, but at the end of the day everyone just wants to protect their beloved ones and their homes, a wish that everyone has should not become an item to be fought for.” The insurance company added that under its home insurance policy, same-sex couples can also enjoy the same protection as those who are married as long as they live together since every family should be protected equally.
Alvin Kwock, co-founder of OneDegree Group said: “We believe that insurance is not only a written insure on paper but a promise that we give to protect all families out there.” According to OneDegree, the company identified the market gap and the need for inclusiveness for a diverse community, in addition to consumers’ need for 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 Thirdparty Liabilities, Home Appliances Warranty, School Closure Compensation due to covid 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.
Emily Chow, general manager of OneDegree, said: “Since the social media video launched on 8 June, 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.”
According to Chow, 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 the company’s Home Insurance Product.
Meanwhile, Sean Lee, creative partner of Giraffe Hong Kong said: “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 2 “What is home?”, to show that LGBTQ+ and straight families are just the same. We share the same needs, thus deserve the same protection.”
Polly Ip, business director of Carat Media Services Media Hong Kong said: “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.”
“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 cookieless 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.” Ip added.
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