Marketing Campaign for Regional Brand Development

Gold
CAMPAIGN
AIA - Real Life Never Stops
AGENCY
TBWAHong Kong
CLIENT
AIA Group
BRAND
AIA
DETAILS
CAMPAIGN SUMMARY
CHALLENGE
CONSIDERATION PROBLEM DUE TO A CONVOLUTED PAST
 
As one of the world’s leading insurers, AIA had high awareness but low consideration. This consideration problem has constrained much-needed business growth.
 
This problem was caused by confusion towards the brand. It has often been mixed up with other brands, including AIG. Such associations have been costly.
 
To drive business growth, it was critical to all unify all 15 local markets with a redefinition of what the brand stood for.
 
 
STRATEGY
A CULTURAL INSIGHT THAT GALVANIZES ASIA
 
Life in Asia has become more unpredictable. Despite that, Asians face ups and downs with optimism, time and time again.
 
AIA chose to let their brand become a beacon of optimism amidst the realities of life.
 
This fits naturally with AIA’s core business – by protecting and preparing people for their life’s journeys, AIA helps them be optimistic.
 
REAL LIFE NEVER STOPS
15-MARKET INTEGRATED LAUNCH THAT BROKE RECORDS IN JUST 6 MONTHS
Partners
Media Supporters
Media Supporters
Media Supporters
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