Rebranding gives fresh impetus to leading insurer

The brand is combining the adoption of a new logo and name with service quality enhancements to reinforce its status as an industry leader.

Since adopting its new brand name last August, Ageas Insurance Company (Asia) Limited has maintained its momentum as one of Hong Kong’s largest insurance companies with an award-winning marketing communications programme to promote awareness of its forward-looking fresh identity.

The campaign kicked off with the lighting up of a giant illuminated harbour-front billboard displaying
the new name and the colourful logo that symbolizes Ageas’s clear vision and strategic direction for the
future. Posters and billboards appeared in MTR stations, on the streets, and on the sides of buses
and trams, and an advertising blitz began in the print media. Then, the company’s long-time spokesperson – popular stand-up comedian Dayo Wong – took to the airwaves with a new series of 20-second “Smart Financial Tips” infotainment slots on major local TV channels.

This served to emphasise to clients old and new that they would continue to enjoy the same high standards of products and services to meet all their insurance
and financial planning needs.

As its CEO, Stuart Fraser, explains, the first two letters of Ageas hearken back to the company’s historical
origins as AG Leven, which was founded in 1824. “EA” reflect its two key markets, Europe and Asia. Finally, “AS” represent assurance, the company’s single-minded focus on its core insurance business.

“But obviously the success of our rebranding depends on more than simply adopting a new name
and logo. We have also been putting enormous effort into raising the quality of our services and products
even further,” he points out. Some examples have been the recent introduction of innovative iPhone and
iPad-based calculators and Model Portfolio Illustrations. These enable Ageas agents to give their clients an instant and accurate picture of how the company’s insurance plans will benefit them.

Then there has been the launch of B.O.S.S. – the online Business Oriented Support System – which allows clients to check policy details and perform housekeeping tasks, such as switching funds, whenever they wish and wherever they happen to be.

The Ageas product range has also taken on a new look with the development of new ways to satisfy the
changing needs and aspirations of its clients, and their search for comprehensive and competitively priced solutions that will give them and their families complete peace of mind and financial security in every situation and at every stage in their lives.

For instance, the “MediZure” Hospitalization Rider provides various levels of hospitalization benefits to
ease financial burden to clients in face of large medical expenses due to illness or accident. The “Compass” Target Saving Plan offers guaranteed cash endowment every three years starting from the sixth policy anniversary to provide clients a secured financial support at different stages of life while premiums are paid for only a fixed period.

“Extra” Income Plan offers stable monthly income during the income period which can help with retirement planning. “Super Kid” Children’s Educational Fund caters to the need of funding for tertiary educational expenses by offering guaranteed educational fund from the age of 18 to 21.

“The ‘personal touch’ is extremely important too,” notes Mr Fraser. “Our clients have always known they
will receive knowledgeable and highly personalized advice from our well-trained people. With the new name, we have also adopted a new motto: ‘We love the future’. This emphasises how we aim to build close and enduring partnerships with our clients, and achieve a happy and successful future together.”

The company’s long-term commitment to good corporate citizenship is another reflection of the Ageas mindset.

For years, it has enthusiastically supported well-known charitable events like the Matilda Sedan Chair
Race and the Oxfam Trailwalker. It also sponsors initiatives to enhance the lives of people of all ages, such as the FCBEscola Hong Kong, which teaches football skills and social values to local children free of charge. In recognition of these contributions, the Hong Kong Council of Social Service has awarded it the title of “Caring Company” for the past seven consecutive years.

“Our new brand has been welcomed by our clients, agents and staff. We firmly believe it will provide us with opportunities to build on our well-established reputation and success, and enable us to achieve an even better future in the Hong Kong insurance market,” says Mr. Fraser.