Cathay Life Insurance

Cathay Life Insurance was founded in 1962 and, during its early stages, played a pioneering role in Taiwan's insurance industry. After nearly six decades of competition and challenges, it has consistently upheld its core values of "Integrity, Accountability, and Innovation." Today, Cathay Life serves approximately 8 million customers with over 19 million active contracts, making it the largest insurance company in Taiwan. In 2001, Cathay Financial Holdings was established, creating an integrated information platform and developing cross-industry marketing strategies. This platform integrated life insurance, non-life insurance, banking, and securities to provide customers with comprehensive services. Facing international challenges, Cathay Life initially focused on the growing markets in Asia, with particular attention to China. In 2005, Cathay Life became the first Taiwanese insurance company to establish a presence in mainland China with the opening of its headquarters in Shanghai. Additionally, in 2007, Cathay Life obtained its business license from the Ministry of Finance in Vietnam, establishing Cathay Life Vietnam, becoming the first Taiwanese insurer to set up a subsidiary in the country. From its inception, Cathay Life has embraced its corporate social responsibility and has been actively involved in public welfare. The company has made significant contributions in arts, sports, and social welfare. Since 1996, Cathay Life has been sponsoring the Cloud Gate Dance Theatre’s outdoor performances across Taiwan. The company also donates to disadvantaged groups and provides assistance in times of major natural disasters. Furthermore, the "Good Star Program" gives employees a volunteer day off each year to engage in meaningful and altruistic volunteer activities, helping disadvantaged groups. Thanks to its commitment to both the insurance business and social welfare, Cathay Life has earned multiple accolades over the years, including being named the "Ideal Brand," "Service Excellence Award," "Credibility Brand," and "Digital Service Benchmark Enterprise." It is also the only financial institution from Taiwan to be included in Fortune's Global 500 and has received recognition as one of the "Top 100 Taiwanese Brands" by the Ministry of Economic Affairs in Taiwan's centenary year. Cathay Life has also won numerous awards at the "Taiwan Insurance Excellence Awards." In the future, Cathay Life will continue to strive for excellence and set industry benchmarks.

Cathay Life Insurance Company, Ltd.

Industry

What We Did

Brand Video

Description

Cathay Life Insurance currently serves around 8 million customers, with more than 19 million active contracts, making it the largest insurance company in Taiwan. Upholding the core values of "Integrity, Accountability, Innovation," we continuously strive to lead in the insurance industry and contribute to social welfare. At the same time, we remain at the forefront of information technology development, using emerging technologies to drive innovation and transformation. In the future, we will continue to work relentlessly to set the industry standard and pursue our vision of becoming the "Best Financial Institution in the Asia-Pacific Region."

Project Challenge

To further enhance its brand image, Cathay Life Insurance aims to showcase its professionalism, social welfare efforts, and support for arts and culture through a video. The challenge is to convey Cathay Life's multifaceted nature and allow viewers to feel its diverse contributions.

Strategy and Creativity

The video begins with a hand-drawn brand logo by a child, symbolizing Cathay Life's commitment and care for the future. It then uses authentic event footage to showcase Cathay Life's active participation in social welfare and cultural fields, emphasizing its corporate social responsibility. The video is presented with warm tones and a touching storyline to communicate Cathay Life's brand spirit, "Taking Action Together for the Unknown." This approach allows viewers to deeply appreciate Cathay Life’s commitment to both professional service and social care and contributions.

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