The Brand Then

Hong Leong Assurance existd in a time when insurance was all about doom and gloom. This proved a problem with the core target, who were mostly Chinese, many of whom avoided buying insurance due to superstitious sentiments and cultural taboos about death.

Our Brand Insight

Consumers related insurance mainly with death, and would only buy insurance when the unexpected happened to someone in their family, at work or in their social circle.

Our Solution

We rebranded Hong Leong Assurance as the insurance brand that helped consumers to plan both their financial futures and those of their loved ones in preparation for any eventualities, thus, in essence, allowing them to celebrate life. We also shortened the brand name to HLA to give it a friendlier, more international feel to further enhance its value proposition.

The Brand Now

HLA became the first ever feel-good insurance brand in the Malaysian market, and played a vital role in changing the perceptions of consumers on insurance products, thus paving the way for a new generation of friendlier, more empathetic insurance brands.