AIA empowers HKers to pursue their aspirations with new campaign

AIA Hong Kong has launched a new integrated advertising campaign to empower its customers to pursue their aspirations with confidence and clarity. 

This comes as AIA has launched a new savings insurance plan GlobalFlexi, designed to meet the needs of customers seeking financial flexibility and long-term wealth accumulation. 

As part of the campaign, AIA has enlisted local actress and Rethink Healthy ambassador Michelle Wai to "embody the product spirit". 

Melissa Wong, chief customer and marketing officer at AIA Hong Kong and Macau, told MARKETING-INTERACTIVE that Wai’s personal journey - shaped by perseverance, adaptability and growth - resonates deeply with the brand.

“Her story brings emotional depth to the campaign and reinforces our mission to help people live healthier, longer, better lives, enabling them and their loved ones to realise their dreams,” she added. 

To illustrate AIA’s presence in Hong Kong and its proactive approach to supporting customers at every life stage, AIA has rolled out an advertising video featuring Wai reflecting on her acting career and highlighting perseverance and resilience - values that align with AIA’s enduring commitment to its customers.

The video has been launched across major promotional platforms in Hong Kong, including prime locations such as MTR Kai Tak Station and Sung Wong Toi Station.

To ensure this message reaches the community meaningfully, Wong said AIA has executed a robust media buy across multiple platforms. “From TVB and ViuTV Channel 99 to digital and social media, and out-of-home placements on buses, MTR stations, and high-impact billboards at Kai Tak, Sung Wong Toi, Lo Wu, and Lok Ma Chau - AIA makes it a priority to be present where its customers connect,” she added. 

Wong added that this campaign is not just about launching a product; it’s also about living our values through action. "Through multi-channel storytelling, authentic influencer engagement, and strategic outreach, we continue to deepen our relationship with the community and demonstrate our commitment to helping people thrive across life’s many stages," she said.

“At AIA, customer centricity is not merely a value we uphold - it is a consistent action we take to ensure our customers are at the heart of every decision we make. Likewise, resilience is a quality we actively demonstrate, especially in how we support individuals through life’s uncertainties and opportunities,” she added. 

Don't miss: AIA promotes Coldplay concert sponsorship with citywide activations

Back in April, AIA promoted its sponsorship of British rock band Coldplay’s concerts in Hong Kong with citywide activations, as part of its year-long campaign to inspire Hongkongers to live healthier, longer, better lives.  

To promote its sponsorship of Coldplay’s world tour in Hong Kong, AIA echoed the excitement of fans by having a “AIA welcomes Coldplay to Hong Kong” stairs right at the MTR exit linking to Kai Tak Stadium. Furthermore, static ads wrapping the Kai Tak and Sung Wong Toi MTR stations were launched to encourage the community to rethink healthy as well as engage Coldplay fans.

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