AIA embraces upbeat tone in biggest brand campaign this year

To realise its promise as a “Real Life Company”, AIA has rolled out its biggest branding initiative yet this year to promote positivity through the lens of its frontline agents to reinforce the emotion tie between the brand and customers.

A set of three TV commercials, including one 60-second and two 30-second spots, were unveiled on TV last night with the help of creative agency Alpha 245 and Starcom Hong Kong.

Running until the end of this year, the TVCs put AIA frontline agents in the centre to echo the brand’s core value – The Real Life Company – a regional identity born from the brands biggest brand push in Asia Pacific last July.

60 second TVC

30 second TVC

“Advertising is very important to us,” Jacky Chan, CEO of AIA Hong Kong and Macau, told Marketing.

“While the insurance industry is as competitive as it is, a positive attitude and top-notch frontline agents is how we differentiate ourselves from the market.”

Positive energy is placed at the center in this campaign, he said.

With an upbeat tone, the latest branding push aims to strengthen the emotional bonding between the AIA brand and its customers, demonstrating how AIA financial planners help realise the brand value as “The Real Life Company” and how they bring a positive difference to customers’ lives.

“Our front line agents are more than financial planners, they are lifelong companions for customers who support them throughout life’s ups and downs. They are the most intimate and direct communication medium between AIA and customers.”

In view of this, the storytelling in the campaign comes through the lens of a financial planner via the interaction with different groups of people in the society.

“The true meaning behind each insurance policy is all about love – whether the insurance is for their children, parents or their loved ones, customers’ intent is to provide their loved ones with protection,” Chan said.

“The AIA financial planner in the spot is portrayed as a real person, someone customers most familiar with, not extraordinary special or superhero. From here, we hope to create a caring, professional and approachable image for our financial planners, and to bring ‘The Real Life Company’ brand to life,” he added.

This big-production is backed by a strong production team including world renowned and Cannes-winning film director Sng Tong Beng as TVC Director; and famous local musician Chan Kwong Wing as music composer, who is also the winner of “Best Original Film Score” of the Hong Kong Film Awards.

On the media front, the campaign banks hugely on television including TVB Jade terrestrial TV (TVB Jade and Pearl), HD channels (HDJ and J2), Cable TV, UA & Broadway cinemas, as well as digital platforms such as Facebook, YouTube, atnext, and ad network, without much placement on print and outdoor.

Client: AIA Group
Creative: Alpha 245
Media: Starcom Hong Kong

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