AIA apologises for agent snatching back toddler's balloon, mom calls it cheap marketing gimmick

AIA has issued an apology for an "unpleasant experience" faced by a consumer who took to social media to share her experience with an AIA agent. According to the consumer, the agent approached her toddler with a penguin balloon while she was at Century Square, but later took it back because the parent did not fit the brand's desired profile.

Calling it a “low and cheap” marketing gimmick by AIA, she said, "Do you think it is right for a child who doesn't understand why something was offered to her and given to her only to have it snatched away?”

Commenting on the experience, she said the “poor customer service reflects poorly on the brand”. She added: "If your customer service is so poor especially with regards to my child, do you think I will trust you to take care of my money to insure my life or family?"

The post has since garnered over 1,600 likes and over 2,400 share at the time of writing.

In a statement to MARKETING-INTERACTIVE, AIA apologised for the incident and said, “We are sorry for the unpleasant experience. We have counselled the representatives involved in this incident.”

The brand added that it has reiterated its road show guidelines to all of its representatives and are working closely with them to ensure they adhere to the highest standards of professionalism.  

“The team has also connected with individuals involved to address their concerns,” said AIA. While insurance representatives, or agents, are authorised representatives of AIA, they are not employees of the company, MARKETING-INTERACTIVE understands.

Meanwhile, AIA Singapore announced a partnership with Tottenham Hotspur Football Club in April to launch the ‘Grant a Wish with AIA Better Lives Fund’ initiative. This is the second fundraising initiative in support of the AIA Better Lives Fund established in 2021 to help disadvantaged children, youth and their families to live healthier, longer, better lives.

It isn’t uncommon for brands to subtly pique the interest of children in the hopes of getting their parents’ attention. Earlier last year, another brand that made headlines for clowning around was educational institute Speech Academy.

Speech Academy made a public apology after multiple police reports were made by parents as individuals dressed as clowns were seen approaching children at numerous primary schools. In a statement the company shared that no monetary rewards were offered and children were not taken out of the vicinity. It also owned up to the stunt saying that it understands parents’ concern.

Photo courtesy: 123RF

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