Blue Cross teams up with Aiden Hung to make insurance just right for HK youth

Blue Cross (Asia Pacific) Insurance has launched its latest "Just right" campaign, spotlighting essential products including travel, home, maid and motor insurance. It also teamed up with local rising star Aiden Hung to connect with younger audiences.

Building on the success of last year’s campaign, "Just right" reinforces Blue Cross’ promise of delivering the right protection at the right time, at the right price. The multi-platform push spans vibrant out-of-home ads, social media activations and on-ground events designed to engage families and Hong Kong’s youth.

Key elements include eye-catching GoGoX truck and van wraps, street-level mailbox ads, and a flash activation roadshow offering instant coupon giveaways.

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On social, Blue Cross is rolling out teaser posts, interactive game content, and a series of reels featuring Hung tackling everyday mishaps from travel disruptions to home accidents while showcasing how Blue Cross products offer simple solutions.

A catchy campaign jingle will also drop in June, amplifying reach across online and offline channels.

The campaign runs through mid-2025 across multiple touchpoints, positioning Blue Cross as a go-to for affordable, customer-first insurance solutions.

Sylvia Chow, director of marketing at Blue Cross, said the campaign aims to make insurance more approachable. “At Blue Cross, we believe insurance should be accessible and relevant to everyone, especially the younger generation. With our latest 'Just right' campaign, we are not only reinforcing our brand promise but also demonstrating how insurance can be an integral part of everyday life that offers you peace of mind,” said Chow. 

Last year's "Just right" campaign also led to the creation of other campaigns. In May 2024, the brand unveiled a new campaign to introduce its innovative insurance offering 'Elite Combo'. The campaign, aligning with Blue Cross' brand insight of "Just right", aimed to cater to the preferences of consumers such as smart individuals, newlyweds and three-generation family households. 

The campaign was amplified through various channels such as out of home ads on tram bodies and shelters, social media and Google ads. 

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