MSIG taps Bob Lam to spotlight helper insurance for HK families

MSIG Insurance (Hong Kong) has launched a new helper insurance campaign, helping the public understand how helper insurance can benefit families.

Under the theme "Assured helper, confident employer", the campaign also aims to strengthen MSIG’s position as a leading helper insurance provider in Hong Kong. The brand considers helper insurance one of its flagship offerings and views the theme as a reflection of its commitment.

Targeting Hong Kong families as its primary audience, the campaign features local celebrity Bob Lam as product ambassador. Lam is chosen for his active presence across social media and traditional platforms, where he frequently shares humorous glimpses into his life with his family of six. His relatable persona has earned him a reputation as an endearing husband and devoted father, aligning with MSIG's brand ethos.

Additionally, as an experienced employer who has long employed domestic helpers, Lam brings first-hand experience that enhances the credibility of the product information and resonates with the target audience, making him the ideal ambassador for MSIG's Helper Insurance.

The campaign video opens with Lam livestreaming from home, seamlessly integrating relatable moments such as his wife prompting him to tackle household chores and netizens asking questions about domestic helpers. This light-hearted, humourous approach captures the everyday realities of employer households, eliciting knowing smiles from viewers while introducing the product's key features in a natural way in terms of coverage, claims processing, and promotions. 

This initiative marks MSIG’s first major promotional campaign for 2026. It will use a multi-platform media strategy to deliver seamless coverage across both online and offline channels. The campaign will roll out across television, YouTube, other major social media platforms, and digital channels, reaching the intended audience with precision. Outdoor placements will include tram and bus wrap advertising, large-scale billboards in Causeway Bay, and digital screens at multiple high-traffic locations.

Through this tightly integrated multi-channel network, the campaign seeks to strengthen brand visibility and ensure the core message of helper insurance reaches every corner of Hong Kong.

Philip Kent, chief executive officer of MSIG Hong Kong, stated: "Hong Kong today is home to more than 360,000 foreign domestic helpers, as well as over 20,000 local 'hourly workers'. As such, there is significant market demand for insurance that specifically caters both to their needs and those of their employers. That's why we have developed a comprehensive and affordable plan that provides extensive medical coverage for domestic helpers and helps their employers cope with financial burdens associated with illness."

MARKETING-INTERACTIVE has reached out to MSIG for more information.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

MSIG Insurance picks creative agency
MSIG Insurance's new campaign highlights its commitment to put customers above all