OneDegree taps Hello Kitty to celebrate 5 years in HK with pet-friendly carnival

In celebration of its fifth anniversary, local digital insurer OneDegree has collaborated with Hello Kitty, a beloved character under Sanrio Hong Kong, to unveil an anniversary campaign to thank its customers and the community.

To kick off the campaign, OneDegree has rolled out a TV commercial featuring Hello Kitty, starting 14 April. Furthermore, the OneDegree x Hello Kitty outdoor billboards are displayed at Hung Hom train station and Tai Lam Tunnel.

As part of the partnership, a pet-friendly carnival will be held from 8 to 11 May at Kai Tak AIRSIDE, where the shopping mall will transform into a carnival filled with Hello Kitty and pet-inspired elements, aiming to delight both Hello Kitty fans and pet lovers. 

The event will feature four immersive zones that guide pet owners through a lifelong journey with their pets. In the "Matchmaking park”, the adoption agency will display profiles of pets awaiting adoption, aiming to successfully match furry friends with caring owners and create lifelong bonds. Meanwhile, participants can visit the “Heart-to-heart moment” photo session to capture the joyful moments.

Additionally, OneDegree will include a game zone with several game booths set up. Participants who complete the challenges will earn exclusive OneDegree x Hello Kitty limited-edition gifts.

Pet owners can also participate in a ceremony called “Lifelong pledge” to make their lifelong commitment, receiving a one-of-a-kind certificate featuring their pet’s “pawprint” to celebrate a lifetime of happiness together. On 10 May, Hello Kitty will personally officiate the ceremony. 

To further engage the audience, OneDegree is launching a rewards initiative that allows participants to earn e-stamps for exclusive Hello Kitty gifts and pet products, such as collaborative tote bags, pet clothing, and vacuum bottles.

From now until 7 May, citizens can download the PawBook app from the app store and join the e-stamp reward programme. They can visit five designated pet-friendly stores at AIRSIDE, snap a photo, post it on Facebook or Instagram, and tag @onedegree.hk and the store. By collecting three or more e-stamps, they can redeem exclusive OneDegree x Hello Kitty gifts at the 5th anniversary celebration from 8 to 11 May.

Emily Chow, deputy CEO of OneDegree, said: “We believe caring for a pet is a lifelong responsibility. For our fifth anniversary, we’re thrilled to host the ‘Lifetime pledge’ ceremony at the OneDegree X Hello Kitty anniversary celebration, encouraging owners to pledge lifelong care. Partnering with Hello Kitty is exciting—her universal appeal and Sanrio’s love for animals align perfectly with our mission to promote responsible pet ownership.”

Caroline Tsang, chief operations officer (Hong Kong and Macau) at Sanrio, added: “OneDegree’s commitment to a ‘lifelong bond’ with pets resonates with Sanrio’s values. We’re delighted to collaborate with OneDegree for their fifth anniversary, featuring our beloved Hello Kitty to champion lifelong pet companionship and bring joy to the community.”

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

Don’t miss: OneDegree highlights lifelong commitment to pets with new campaign

Back in January, OneDegree OneDegree launched a positioning campaign to highlight the love and commitment of pet owners, encouraging them to rethink lifelong protection for their pets.

Done in collaboration with local creative agency Giraffe, the campaign kicked off with a social movie highlighting the lifelong journey of a female dog owner and her dog.

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