OneDegree launches pet-friendly screenings celebrating inclusivity

Local digital insurer OneDegree has launched two exclusive pet-friendly screenings akin to a “Pet Oscars,” in alignment with the Hong Kong government's recent pet-friendly promotion policy outlined in the Policy Address.

Launched on 13 September, the initiative follows OneDegree’s earlier TVB programme “Paws of love” (寵你一世), which encouraged pet owners to share videos featuring their pets to be played on the show.

In a conversation with MARKETING-INTERACTIVE, Bonnie Mak, head of branding and marketing communication at OneDegree, said that the pet videos were carefully edited into a film that premiered at the event. “Given the background that we promised pet owners we would play their videos on screen, we understand that many pet owners hope to spend time with their pets together. We discovered that some cinemas in Hong Kong allow for pet-friendly screenings,” she said.

To enrich the experience for pet owners, OneDegree invited over 200 pet owners and their pets to dress up and walk the red carpet together, witnessing the dazzling moment when their furry companions became big-screen stars.

The event also served as the “golden pet awards ceremony, featuring the selection of the best dressed Award. Attending pets were decked out in style, with some owners and their pets donning matching outfits, creating a heartwarming and adorable atmosphere that captivated the audience and showcased the deep bond between owners and their pets.

Through this event, OneDegree not only sought to provide a unique platform for pet owners and their pets to interact but also demonstrated its commitment to innovation and pet-human inclusivity. 

In terms of ROI measurement, Mak said that while certain aspects are challenging to quantify, a survey conducted after the initiative revealed an overwhelming response. Around 70-80% of participants stated they would highly recommend others to visit or that they would return in the future.

The initiative has recorded a high amount of user-generated content (UGC), with over 300 pieces generated in 24 to 48 hours, achieving a six-figure reach, according to Mak. “Although our initial goal wasn't solely to focus on reach, the results exceeded expectations, which is invaluable,” she added.

Moving forward, OneDegree will continue to explore creative ways to encourage society to build a pet-friendly environment, embedding the concept of pet-human inclusivity into communities and contributing to a more diverse society. Additionally, such pet-friendly screenings may be launched again, according to Mak.

Emily Chow, deputy chief executive, OneDegree, said: “As a pet owner myself, I deeply understand the desire to go out with our pets and create shared memories. I’m delighted to see more pet-friendly venues emerging in Hong Kong, and we eagerly anticipate the upcoming pet-friendly policies to be announced in the Policy Address, which will further relax restrictions on pets in restaurants.”

“OneDegree aims to lead the industry in fostering a more inclusive pet-human society. We look forward to hosting more such events in the future, allowing pets and owners to participate together and create more cherished moments,” Chow added. 

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According to government statistics, more than 240,000 households in Hong Kong keep more than 400,000 cats and dogs as pets, generating an enormous consumption market, including food and products, healthcare, insurance, grooming, training and more. 

In the latest government Policy Address, chief executive John Lee said that while the business sector and transport operators have developed pet-friendly premises and travel arrangements in recent years, the government supports the business sector in offering pet-friendly spaces to create new opportunities.

The government will introduce a licensing arrangement allowing operators to let dogs enter their food premises. Clear signage will be put up by permitted restaurants, so that customers know dogs are allowed. Pet-friendly restaurants will create new business opportunities for the industry.

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