AIA HK highlights importance of wealth-wellness balance in new campaign

AIA Hong Kong has unveiled a creative campaign to promote its new proposition “AIA Alta”, inspiring consumers to reflect on their balance between wealth and wellness in the pursuit of success.

This comes as research from AIA HK found that the foundation of living a healthier, longer and better life for high-net-worth (HNW) customers is built on optimising wellbeing and elevating wealth, according to Isabella Lau, chief customer, strategy and transformation officer of AIA Hong Kong & Macau.

AIA HK wishes to demonstrate its commitment to promoting “Healthier, longer, better lives” among its high-net-worth (HNW) customers. “Finding that delicate balance between wealth and wellness is something only a few can achieve, which is exactly the unique offering we are bringing to this discerning customer segment,” Lau added.

Running until mid-February 2024, the five-month-long promotional campaign for the “AIA Alta” proposition features singer, actor, and musician Aarif Lee Zhi Ting. The campaign aims to inspire people to reflect on their balance between wealth and wellness in the pursuit of success.

Within the video ad, Lee is seen asking the audience questions such as “How are you?”, “Did you sleep well last night?”, “Are your future plans coming together?”.

At the end of the video, Lee stressed that it is important to achieve a balance between wealth and wellness, and at AIA Club Alta, selected prestigious customers can enjoy exclusive one-stop wealth management and personalised wellness privileges to help themselves find the optimal balance of wealth and wellness.

Lee also composed a theme song for the "AIA Alta" proposition titled “How Are You”, which officially debuted during a captivating live music performance held to kick off the campaign.

To engage a wider audience, the city-wide integrated campaign targets the affluent population and includes television, outdoor, digital, social media, content partnership, public relations, and event activation elements. Static ads are displayed on the Sino Plaza & COFCO Tower billboard.

"In their relentless pursuit of success, people rarely look after their wellness holistically,” said Jeffry Gamble, chief creative officer, Dentsu Hong Kong. “To launch the ‘AIA Alta’ proposition, we wanted AIA’s customers to reflect on themselves and think about what true success looks like.”

“Therefore, the idea contributed to the proposition revolves around one simple question, ‘How are you?’, an invitation to our target audience to take stock of what it means to chase wealth at the cost of more important aspects in life. This is because we believe that balanced wellness and wealth is the ultimate privilege in life,” he added.

Most recently, AIA HK launched a promotional campaign named " AIA Going Beyond With You". Running until 31 October, the month-long campaign aims to transcend the norm of "only pay out claims" and take care of consumers' needs comprehensively from prevention, protection, treatment to recovery. 

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