Media OutReach
Blue Launches New Brand Campaign
Humorous Presentation of “Self-Service Insurance, Simplifying Complexity” Spotlight on Term Life Protection with “Guaranteed Lowest Price in Town”
HONG KONG SAR – Media OutReach Newswire – 2 June 2025 – Blue, Hong Kong’s first digital life insurer, today unveiled its latest brand campaign, continuing the tagline “Choose Blue, insurance is that simple”. The campaign uses humor to illustrate how Blue simplifies complex insurance processes through its online platform. The ads highlight Blue’s simple and flexible protection plans, empowering customers to self-serve with ease — truly making life simpler with Blue.
The campaign features two ad versions — “Savage Mother-in-law” and “Shy Bestie” (available on Blue’s YouTube channel: https://youtu.be/FUk5vRsdnnw & https://youtu.be/ZOqVD51s64I ). Set in what appears to be a casual dinner setting, the “Savage Mother-in-law” ad humorously portrays a series of rapid demands and the daughter-in-law’s witty responses, emphasizing the message: “Life is complicated enough — fortunately, insurance doesn’t have to be.” The “Shy Bestie” ad delivers the line “Love doesn’t always come when you make the first move, but Blue always has you covered,” humorously reinforcing Blue’s promise of the “lowest price in town” for life protection. Beyond TV ads, Blue is rolling out the campaign across multiple online and offline channels this month, including bus and taxi ads, online banners, and social media content to amplify its reach.
Mr. Danny Wu, VP & Head of Digital & Marketing of Blue, stated: “We aim to break the traditional barriers of the insurance industry by simplifying complex terms and procedures, giving customers full control over their protection. We believe digitalization brings simplicity and flexibility that better meets evolving customer needs. With Blue, insurance is no longer complicated — customers can complete the entire application process in as fast as 5 minutes, truly making life simpler.”
Blue “WeCare Term Life Protection Plan TL3” — Guaranteed Lowest Price in Town
Blue guarantees the lowest price in town during the first policy benefit term¹, ensuring customers get the best deal on term life protection — making it easier than ever to protect their loved ones.
Key Features:
- Highly cost-effective life protection: Guarantees the lowest premium in town for the first benefit term. With a simple and straightforward plan that does not involve a savings component, for up to a maximum coverage amount of HK$5.5 million. Moreover, the premium is guaranteed to remain unchanged during the same premium payment period.
- Covers Hypertension and High Cholesterol: No additional health proof required; even high blood pressure and high cholesterol are covered², and the coverage amount or benefits will not be affected by changes in the insured person’s health condition.
- Guaranteed Policy Renewal: Guarantees automatic renewal³ of the policy, ensures continuous coverage without gaps.
- Flexible benefit terms: Policy periods are at 5 / 10 / 15 / 20 years or up to age 65 respectively, allowing customers to choose the insurance plan that best suits their needs.
- Easy Application & Management: Customers only need to answer a few simple health questions and can complete the application in as little as 5 minutes — quick and easy, eliminating the hassle of complicated life insurance procedures.
Campaign Offers:
- WeCare Term Life Protection Plan TL3: 60% off first-year premium, 40% off second year, plus up to HK$800 supermarket vouchers and HK$100,000 personal accident coverage.
- WeCare Critical Illness Protection Plan 1: 60% off first-year premium, 40% off second year, plus up to HK$600 vouchers and HK$100,000 accident coverage.
- WeCare Personal Accident Protection Plan 1: HK$1 million coverage with HK$200 voucher.
- WeMedi Outpatient Protector: First-year premium HK$388 (original HK$488), plus HK$200 voucher.
- WeMedi HK Dental Protector D2: First-year premium HK$1,688 (original HK$1,988), plus HK$800 voucher.
- WeCare Flexible Term Life Plan TF1: 60% off first-year premium, 40% off second year, plus up to HK$800 supermarket vouchers and HK$100,000 personal accident coverage.
Blue Insurance Limited is authorized and regulated by the Insurance Authority under the Insurance Ordinance (Cap. 41) to sell insurance products in Hong Kong. For full campaign and product details, terms and conditions, visit: https://www.blue.com.hk/en/promotions . Terms and conditions apply to the above products and offers.
Remarks:
1. “Lowest Rate Guaranteed” compares the standard premiums of two quotations. To be eligible for the “Lowest Rate Guaranteed”, the two quotations must be on the same premium payment term, policy benefit term, issue age, sex, and smoking status, and is applicable to term life policies that are intended for online sale and in Hong Kong only. “Lowest Rate Guaranteed” is not applicable for submitted applications and in-force policies.
2. Actual underwriting result depends on the age and health condition of the Insured.
3. While the Policy is in force, renewal is guaranteed at the end of the Policy Benefit Term, before the Life Assured’s 96th birthday. For more details, please refer to the Product Summary and the Policy Provisions.
Hashtag: #BlueHK #LiveEasy #DigitalInsurance #BlueisthatSimple #BrandCampaign #SimplifyingComplexity #TermLifeProtection #GuaranteedLowestPriceInTown
https://www.blue.com.hk/hk
https://www.linkedin.com/company/blueinsurancehongkong/
https://www.facebook.com/blueinsurancehk
https://www.instagram.com/blueinsurancehk
The issuer is solely responsible for the content of this announcement.
ABOUT BLUE
Blue is the first digital life insurer in Hong Kong. It is a joint venture between Hillhouse Investment, a leading investment management firm with extensive investment experience, and Tencent Holdings Limited, a leading Internet value added services provider. Blue focuses on providing simple, flexible and valuable insurance solutions. It is committed to making people’s lives easier by empowering them to take charge of their own protection. For more information, please visit www.blue.com.hk.
Media OutReach
New Documentary A MONA LISA OBSESSION from Discovery to debut December 14 in Southeast Asia
Owned by Frank Huang, an art collector and Taiwanese technology leader from Taiwan, this depiction of the Mona Lisa from his private collection adds a unique perspective to the ongoing conversation surrounding one of Leonardo da Vinci’s most iconic works.
The Mona Lisa has long captivated the world with her enigmatic smile and mysterious gaze – over centuries, many artistic interpretations inspired by the Mona Lisa have emerged, with scholars discovering more hidden details and subtle symbols, fueling the fascination of the original painting.
Catch A Mona Lisa Obsession in Southeast Asia on the Discovery Channel, Thursday, December 11, 2025 at 7:10 PM SGT and on Discovery Asia on Sunday, December 14 at 9:00 PM SGT.
****
Note to editors:
The issuer is solely responsible for the content of this announcement.
About Discovery Channel
Media OutReach
Financial Stress Keeps Singapore Awake, while Overall Well-Being in APAC Lags Behind Global Peers
Promotion of exercise culture and therapy may boost physical and mental health
The Singapore report of the Cigna Healthcare International Health Study 2025, released today encompasses more than 11,000 respondents across 13 markets, including 1,000 in Singapore and 4,000 across the Asia-Pacific region. The study reveals that physical, mental and financial well-being are the three aspects prioritized by Singapore residents. However, financial well-being is ranked the lowest with almost four in 10 (39%) rating their financial health as “fair” or “poor”.
Raymond Ng, CEO & Country Manager, Cigna Healthcare Singapore & Australia said: “Health and vitality are key to building resilient communities. It promises the well-being of our workforce and enables us to grow and prosper as a society. While vitality and well-being levels held firm among Singapore residents, more needs to be done in today’s uncertain environment to tackle stressors that can negatively impact their physical and mental well-being.”
The key indicators of vitality and well-being in Singapore are as follows:
| Vitality Score | Overall Well-Being
(% rating as “excellent” or “very good”)
|
Top Three Areas of Well-Being
(% rating as “excellent” or “very good” in 2025) |
| 2025: 61.2
2024: 61.4 |
2025: 34%
2024: 33% |
Family well-being: 44%
Mental well-being: 36% Physical well-being: 34% |
On a regional level, overall well-being in Asia Pacific lags behind the global average, with less than three in 10 (28%) Asia-Pacific respondents rating their overall well-being as “excellent” or “very good”, compared to four in 10 (41%) globally. While physical and mental well-being are the two most important aspects of well-being for respondents globally, financial well-being is more important for those in Asia Pacific, coming in as the third most important aspect. With financial well-being remaining the weakest aspect across the globe, there is a pressing need for governments and organizations to render support to address financial concerns.
Robert Peat, Chief Executive Officer, Asia Pacific, Cigna Healthcare said: “Asia Pacific continues to be one of the fastest growing regions in the world. To sustain this momentum, communities and employers need to recognize that healthy people are the foundation of a healthy economy and implement measures to close the gaps in their well-being.”
Sleepless in Singapore: Financial stress as the sleep killer
While mental well-being in Singapore remains stable with more than a third of respondents rating it as “excellent” or “very good” this year, eight in 10 (79%) respondents are stressed. Their greatest stressors are the current cost of living (53%); uncertainty about the future (47%); and personal finance (43%).
Stress affects more than mental and emotional health and can have huge implications on physical well-being. Our study reveals that disrupted sleep is the most common effect of stress among respondents in the nation, with close to half (48%) of respondents who are stressed reporting this effect, compared to 38% regionally.
Therapy remains underused by Singapore respondents. Despite nearly half (49%) of respondents reporting being negatively impacted by poor mental health, nearly nine in 10 (89%) say they did not receive counselling or therapy in the past 12 months, with 77% believing they do not need it. Given the impacts of stress and poor mental health on physical and overall well-being, more efforts are needed to raise awareness about the benefits of therapy and destigmatize seeking help.
Exercise culture runs strong in Singapore
More than a quarter (26%) of respondents in Singapore rate their exercise habits as “excellent” or “very good”.
When asked how they manage their weight, two-thirds (66%) said they exercise regularly, higher than the Asia-Pacific average of 61%; with only 4% of Singapore respondents turning to medication for weight management. The findings underscore a relatively strong exercise culture and the prioritization of healthy habits among those living in the nation. Communities and organizations may leverage the growing fitness trend to enhance physical well-being.
Cautious optimism around AI in healthcare
Close to half (47%) of Singapore respondents are positive about the impact of AI on healthcare, with 45% expecting it will reduce wait times within three years. This could have an outsized impact in Singapore, as respondents here are 29% more likely to have delayed or avoided getting care due to concern with wait times than their regional counterparts.
Additionally, almost half of Singapore respondents (48%) mention a reduction in human interaction as an expected change with the advent of AI. The challenge ahead is striking the right balance between efficiency and empathy.
The full findings of the report are available here.
Hashtag: #CignaHealthcare #CignaHealthcareInternationalHealthStudy #Health #Wellness #Wellbeing
https://www.cigna.com.sg/
https://www.linkedin.com/company/cigna-singapore/
https://www.facebook.com/cignasg/
https://www.instagram.com/cignasg/
The issuer is solely responsible for the content of this announcement.
Cigna Healthcare Singapore
Cigna Healthcare is a division of The Cigna Group, a global health company committed to creating a better future built on the health and vitality of every individual and every community. Cigna Healthcare is a health benefits provider that advocates for better health through every stage of life. We guide our customers through the healthcare system, empowering them with the information and insight they need to make the best choices for improving their health and vitality.
Cigna Healthcare Singapore is a strong believer of total health and wellness and prides itself on delivering personalized solutions for the health of our clients and customers. To achieve this, Cigna Healthcare Singapore works as one global team and in close partnership with its customers, network providers and communities to understand and address their diverse needs. Learn more at www.cigna.com.sg
The JESSICA Beauty and Wellness Awards celebrate excellence across luxury beauty, healthcare and wellness. It is one of the most recognized beauty industry awards in Hong Kong. The organizer, JESSICA, is a major lifestyle and media company. For over 25 years, JESSICA has been reporting on fashion, lifestyle and business, as one of the most trustworthy and influential media sources in Hong Kong.
“We’re incredibly fortunate to win this new, Best AI Slimming Award with JESSICA,” said the spokesperson for SWISS REJU. “Our goal was to provide our guests with top medical aesthetic technologies. Platforms like BTL EXION and INDIBA, are exactly the type of top medical technologies which SWISS REJU is heavily investing in. The breathtaking results powered by AI, reflect the endless possibilities new technologies can bring to the beauty and slimming field”
The JESSICA Beauty and Wellness Awards is extremely selective and has a rigorous nominations and editorial selection process. Only brands that have been proven to provide genuine service and excellent results are eligible to compete. Amongst the Winners this year, are Australian organic brand “CANVAS” and Japanese household name “Panasonic VITALIFT” beauty appliances.
SWISS REJU, with its heavy investment in new and prestigious technologies such as INDIBA (recently approved in Europe under the Medical Device Regulation), offers a seamless blend of traditional wellness and innovation, allowing guests to experience what many considered to be one of the most effective slimming treatments in Hong Kong. INDIBA with its trademark Proionic 448khz technology, is loved by the Top 1% most influential users in the world, amongst them European royalties, celebrity footballers and international singers.
The recognition of this major annual Award, reaffirms SWISS REJU’s commitment to exceptional technology. It is the 12th annual award won by the brand, representing a new record.
SWISS REJU and integrative power of cutting edge technologies
SWISS REJU’s trademarked “K-Lipolysis” body contouring program offers winning technologies including INDIBA, BTL EXION, Winback, ATP LIPO X, amongst others. It is the unique contouring solution beauty lovers are craving for.
Hashtag: #SWISSREJU #熱光溶脂
http://www.reju.hkThe issuer is solely responsible for the content of this announcement.
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