Bowtie - Launch Campaign

Launched Date: May, 2019

Components: Integrated

“Insurance is fundamentally good. We need insurance. But do we need agent?”

Bowtie questioned these and finally started Hong Kong’s first revolutionary virtual medical insurance platform without agents in 2019, aiming to make insurance good again.

With the concept of no agents and zero commission full online insurance platform, client pays for no unnecessary costs, and thus maximising its real insurance value. Rather than providing agent services, Bowtie provides nurse services which support clients both technically and mentally.

“Nurse” is picked as one of the Bowtie icon. With the help of Bowtie nurse in the claiming process, two core messages of “Bowtie nurse’s accompany” and “user-friendly digital platform” are delivered in the first launch campaign. As we are targeting young market who get used to digital buying behaviour, being playful, smart, sharp and disruptive is the brand tone of voice to make the new-launch brand stand out from the boring insurance market.