AIA reveals new position as a real life company

A month after rival AXA rolled out its "Emotional Support" campaign, AIA Hong Kong has responded.

The company today announced a new brand positioning in an attempt to engage customers in a practical and caring way.

Jacky Chan, CEO of AIA Hong Kong and Macau, said "Real life never stops" was a lot more than just a slogan and a logo. Rather it is an embodiment of AIA's growth journey for serving generations of families in Asia.

"We wanted to find a way to talk to our existing customers and to others who are looking for a practical and straightforward life insurance company," Chan said.

"Only by understanding the genuine needs of our customers, can we be the real life partners of our customers in a constantly changing world."

Created by TBWA\Hong Kong, the year long campaign will be promoted on TV, outdoor billboards, newspaper ads, online promotions and social media activation.

The campaign has rolled out in Hong Kong and Malaysia.

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Campaign: AIA "Real Life Never Stops" Regional Brand Campaign

Creative: TBWA\ Hong Kong

Client: Paul Groves (Executive Vice President and Group Chief Marketing Officer), Michael Ip (Group Head of Brand and Marketing), Michael Woo (Senior Manager - Group Brand and Marketing)

Managing Director: Joanne Lao

Co President and Head of Creative (TBWA\ Greater China): Edmund Choe

Creative Director: Rupert Taylor

Art Directors: Rupert Taylor, Ken Hui, Chika Tsang, Bowie Ho

Writer: Rupert Taylor

Chinese Writers: Esther Wong, Mike Wu

Account Team: Pauline Wong, Kathy Wong, Latona Lai, Winnie Yuen, Karen Chung, Athena Chiu

Digital / Social Account team: Jocelyn Liipfert, Maria Mei, Kenard Chui

Planning Team: Robin Nayak, Terence Ling

Agency Digital Producer: Denny Wong, Kirsten Zeng

Agency TV Producer: Norah Sham, Ann Wong

Agency Print Producer: Pat Mak, Hang Wong

Director: Laurent Chanez (Identity)

TV Producer: Keeley Gould (Identity)

DOP: Steve Annis

Editor: Stewart Reeves (Rock Paper Scissors)

Photographer: Magdalena Wosinska (Artifex Productions)

Photography producer: Lavanya Radhakrishnan (Artifex Productions)