AIA Malaysia depicts real motherhood in latest campaign spot

AIA recently launched its latest campaign to promote insurance products targeted at both newborns and new mums.

Conceptualised by Leo Burnett Malaysia, the film features what real pregnancy, motherhood and childbirth is like for mothers. The film starts with some footage of a mothers giving birth, trying her very best to push her baby out. This is followed by touching moments during her pregnancy such as watching her baby on a screen during an ultrasound scanning.

The 66 seconds video ends with a message “The birth of a child is also the birth of a mum.”

The ad was created for two of AIA’s products: A-Life Joy, an all-in-one protection plan for children starting from the pre-natal stage and continuing into adulthood, and A-Life Lady360, a comprehensive protection plan for women. The ad also runs on radio in malay and mandarin, alongside radio interviews on One FM and Hot FM where three specialists were invited for interviews and a Q&A session.

AIA is also simultaneously sponsoring pregnancy- and childbirth-related content on popular baby news sites including Pa&Ma, MumCenter, MamaClub and The Asian Parent. AIA’s social media channels have all been promoting their Trimester Tips for women, while simultaneously utilising more closely targeted messaging including AODs, GSPs, and Facebook lead gen advertisements.

Mummy Mondays, a weekly FB Live Clinic, is another ongoing initiative strengthening AIA’s position as a source of knowledge and understanding for mothers. For several weeks in June, three specialist doctors will be appearing every Monday to field questions from the public on pregnancy, childbirth, and motherhood.

The ad has garnered 1.4 million views, over 25,0000 reactions and more than 4,300 shares at time of writing. Check out the ad below which received many praises and positive feedback among the social media savvy mothers on the Facebook:

The film was directed by Carolyn Chon of Tankers. Post-production work was carried out by APV, while the music and sound mix was done by Fuse.

Eric Chang, AIA’s chief marketing officer said, “The tagline was absolutely spot on. It clearly communicates a key insight about motherhood which has inspired the birth of our two new products namely ‘A-Life Joy’ and ‘A-Life Lady360’ and subsequently this campaign.”

He said:

To every woman, being a mother is a journey that begins even before her child is born. From the high points to the low points, it is truly a life-changing moment.

“We at AIA would like to honour and celebrate this emotional experience with all mothers out there through this campaign and let them know that while it can feel a little overwhelming at times, they are not alone. With the right help and the right financial solutions, they and their newborns can both enjoy this new journey together, knowing that they are best prepared for the future ahead,” he added.

Iska Hashim, group creative director of Leo Burnett Malaysia said the agency wanted to connect with viewers, and to do so it needed something that goes beyond the obvious.

“Many brands have attempted to depict the troubles and triumphs of motherhood, so we needed to stand out from all that. So we got to the heart of the matter – why is motherhood such a huge change for a woman? How could we showcase the enormity of that change in a way people may not have considered before?”

Campaign credits:

Group Creative Director: Iska Hashim
Creative Group Head: Jovian Lee
Junior Copywriter: Pia Dhaliwal
Art Director: Lee Shyyi
Associate Account Director: Ie-Tsen Cheng
Senior Account Executive: Nicole Chin
Producer: Moira Basnayake
Project Manager: Elizabeth Anita
Production House: The Tankers


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