OneDegree taps into 'cat economy' with latest empowerment drive

Hong Kong virtual insurer OneDegree has launched a new campaign for its "Pet CEO plan," repositioning its brand proposition around family-bond health empowerment for pets.

Running from 5 July to 2 August, the campaign focuses on clearly communicating product benefits, driving immediate action among cat owners, and highlighting its unique kidney failure cash benefit rider. Created in partnership with creative agency Giraffe Hong Kong, the campaign targets female cat owners aged 26 to 40.

The initiative addresses a critical reality: while kidney disease is one of the most common chronic illnesses affecting cats, many owners underestimate the long-term financial burden of ongoing treatment, prescription diets, and daily care. Through the "Pet CEO plan, OneDegree aims to raise awareness of feline kidney health while providing crucial financial support via Hong Kong’s first kidney failure cash benefit rider.

"By combining an additional HK$20,000 cash benefit for eligible kidney failure diagnoses with up to HK$100,000 in medical coverage, we hope to empower pet parents to make healthcare decisions based on what is best for their pets, rather than what they can afford at the time," said Ching Chui, deputy head of branding and marketing communications. 

Chui added that Hong Kong's booming "cat economy" reflects a shift toward treating pets as true family members. "With the rise of multi-cat households, we are seeing stronger demand for comprehensive, forward-looking protection. According to OneDegree's internal data, cats account for approximately 65% of our pet insurance policies. This highlights both the growing cat population and an increasing awareness among pet parents regarding financial preparedness."

The campaign is being amplified across multiple channels, including TV commercials, out-of-home (OOH) advertising, and social and digital platforms.

Sean, creative partner, Giraffe Hong Kong, said, "As the pet insurance category becomes increasingly crowded, we wanted to sharpen what truly sets OneDegree apart: stronger protection backed by a deeper understanding of pets and their owners. So instead of simply talking about coverage, the campaign taps into cat owners’ unspoken worries — the feeling that even when they think they have done enough, there is still more they could do to truly protect their pets. By strengthening relevance, we can turn peace of mind into a more meaningful brand promise."

Back in March this year, OneDegree teamed up with agnès b.'s youthful Sport b. line to launch a co-branded series with fusion of pet care, fitness, fashion, lifestyle and tech, inspiring local pet owners and their furry friends to embrace healthier and more energetic lives.

Chui said Sport b. represents a strong blend of lifestyle, functionality, design, and fun, which aligns closely with the campaign theme of "pet × sport × lifestyle".

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