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Changing Hong Leong Assurance’s Perspective

Hong Leong Assurance existed in a time when insurance was promoted through messages of doom and gloom.

Their mainly Chinese target audience related insurance mainly with death which was a taboo subject. They would avoid buying insurance until something unexpected happened to someone in their family, at work or in their social circle.

 

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We associated Hong Leong Assurance with the celebration of life, a tool that helps people plan their financial futures so they can spend precious moments with their loved ones, worry-free.

Our communication was humane, warm and optimistic with the overall message being that insurance helps people celebrate life.

 

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HLA became the first ever feel-good insurance brand in the Malaysian market, and played a vital role in changing the perceptions of consumers on insurance products, thus paving the way for a new generation of friendlier, more empathetic insurance brands.