Yao Ming fronts China Life Insurance’s first ad in Singapore with ‘trust the giant’ campaign

Yao Ming in China Life Insurance adChina Life Insurance has launched a campaign in Singapore featuring Chinese basketball star Yao Ming.

The campaign flaunts the size of the insurance company through its 2.29 metre-tall brand ambassador, which is described in the outdoor and print ads as “a giant of life insurance.”

Tony Chow, China Life Singapore’s assistant GM said in a statement: “We chose to use Yao Ming in our brand campaign, not only because he is China Life’s Global Ambassador but more importantly, we wanted to develop a distinctive and recognisable campaign in consumers’ minds. Yao Ming as a giant of the basketball realm which synergises with who we are as part of the China Life Group, also embodies trust and credibility in trusting a giant to protect what matters to our consumers for insurance solutions.”

This marks the first time that China Life has advertised in Singapore after launching its first operation outside of China, Hong Kong and Macau in July last year. The company used Addiction Advertising for the campaign.

Maria Ching, CEO of China Life Insurance Singapore, commented: “As a new life insurance company with less than a year of establishment in Singapore, we seek to progressively raise our brand awareness. For a start, our focus is to build our brand presence through key newspapers and out-of-home media such as buses as the first wave of our overall brand campaign roll-out.”


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