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)