AIA promotes Coldplay concert sponsorship with citywide activations

AIA has 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.  

This came as Coldplay debuted its four-day "Music of the spheres" world tour in Hong Kong on 8 April. At AIRSIDE shopping mall in Kai Tak, a pop-up store will be available until 27 April, offering an array of tour merchandise such as exclusive Hong Kong pop-up t-shirts, fashion items from the tour collection, and Moon Music CDs and vinyl records. 

In a conversation with MARKETING-INTERACTIVE, Melissa Wong, chief customer and marketing officer of AIA Hong Kong & Macau, said, "At AIA, we always strive to create meaningful connections with our customers and the community. Kai Tak is undoubtedly a lime-light hotspot in Hong Kong this year, which is attracting a lot of interest of our target audience.”  

"That is why we planned our holistic 360-degree marketing campaign from last year to ensure we fully leverage this dynamic new area of growth. From impactful outdoor advertising to enriching engagement activities and world-class experiences such as our sponsorship of Coldplay’s Music Of The Spheres World Tour at Kai Tak Stadium, we aim to inspire individuals to live healthier, longer, better lives."

Wong said that AIA’s sponsorship of Coldplay’s concert at Kai Tak Stadium is not just an event; it is a strategic extension of its presence in the area, reinforcing the brand’s commitment to delivering exceptional experiences for its customers and the community. “This initiative complements our agency office moving into AIRSIDE last year and became the largest tenant of this latest A-grade commercial development in Kai Tak.” 

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, added Wong.  

“The stairs have become a popular photo spot for the concertgoers. Furthermore, we collaborated with 10 green groups to have 10 coastal cleanups engaging customers, staff, financial planners and their friends and families, reinforcing AIA’s commitment to sustainability and aligning with Coldplay’s world tour key advocacy,” Wong added. 

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. Digital LED displays have been launched around AIRSIDE mall; as well as a façade light show at the AIRSIDE office building and mall showcasing AIA’s corporate strength. The LED displays and light show will be available until 27 April.  

On the other hand, various rewarding activities have been launched to encourage the community to rethink their physical, mental and financial health. 

When it comes to measuring returns on investment (ROI), Wong said beyond assessing immediate metrics such as customer engagement, lead generation and brand visibility, AIA evaluates the long-term impact of our campaigns on fostering healthier habits, enhancing community wellbeing and even supporting the mega event economy of Hong Kong. 

“By aligning our marketing strategies with our mission to help people live Healthier, Longer, Better Lives, we ensure that our every investment creates shared value for both the communities we serve as well as our business,” Wong added.

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