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.




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.








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.