AIA Vitality’s latest campaign #YourHealthyBuddy revolves around the insight that it is easier to make healthier choices when individuals have a buddy or partner to motivate them. The new campaign comprises three videos – Move Well, Eat Well and Rest Well – and features a vain rabbit which observes its human owner’s attempts to live healthier. The rabbit then concludes that its owner is trying to be more like it.
In the videos, the rabbit acknowledges AIA Vitality’s role in getting its owner to move more, eat more greens and sleep earlier, but assumes its influence is a bigger source of motivation. The campaign was done in partnership with Leo Burnett and Directors Think Tank. AIA’s rabbit will also appear on billboards across the country and more rabbit-centric content is in the works for future phases of the campaign.
AIA’s CMO Heng Zee Wang said as much as it wants to encourage Malaysians to lead healthier, longer, better lives, the company does not want consumers to feel too intimidated to get started. “This campaign succinctly captures the spirit of AIA Vitality, our science-backed health programme that supports, motivates and rewards people for taking steps – however small – to make healthier choices, every day,” he said.
Leo Burnett Malaysia’s ECD, Iska Hashim, said the rabbit was a “nice way” of showcasing the message that if consumers want to get healthy, AIA Vitality can be a valuable partner. Meanwhile, copywriter Pia Dhaliwal and senior art director Lee Shyyi worked together to develop the rabbit’s personality, as well as how the character would be deployed across various touchpoints of the campaign.
Separately, earlier this year, AIA picked Invictus Blue Group to manage media duties following a multi-agency pitch. The agency is responsible for all forms of media buying across offline, online and social platforms.