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AIA’s emotional father-daughter bike tour story nets four million views

AIA Hong Kong’s latest branding push has demonstrated the power of a true story.

In partnership with its newly-appointed creative AOR Uth Creative, AIA Hong Kong has unveiled a micro movie “Love is in Every Moment” (愛在當下) on social media to kick-start a branding campaign on a larger scope that will extend to television, print and outdoor.

The agency won the creative pitch five months ago against Leo Burnett and DDB for a three-year contract, taking up the creative duties across AIA Hong Kong’s digital and traditional channels.

Starring renowned actor Aaron Kwok, the eight-and-a-half-minute microfilm has its origins in a true story about a Hongkonger, Marco Wong, of the time he took his three-year-old daughter Yuet (小悅) to Taiwan for an 11-day around-the-island bicycle tour.

The video first debuted unbranded on a dedicated Facebook page “Love is in Every Moment“; it has already garnered four million views in two days across Hong Kong and Taiwan.

By recreating the real-life moments of the father-daughter journey, the clip aims to inspire audiences to value the time they have with their loved ones, and to show how much they care and love them.

Sharing by the real-life protagonist of the story:

To provide an authentic backdrop to the story, the mini-film took place in Taiwan.

“We encourage people to treasure things of the greatest value in life – time and family – which are often taken for granted or overlooked,” said Jacky Chan, CEO of AIA Hong Kong and Macau.

“With the mini-film, we reaffirm our brand promise as ‘The Real Life Company’. Everyone has their own way of expressing love, but what is most important is to show our love in time. Life can change in the blink of an eye and we must cherish the present and seize every moment to love unconditionally before it passes us by.

“The same goes for insurance, as a customer’s decision at the right moment provides a lifetime of care and protection for their loved ones.”

The film follows AIA’s “The Real Life Company” branding campaign and a TV commercial featuring the role of AIA’s financial planners launched in 2013 and 2014 respectively.

The “Love is in Every Moment” mini-film is the heart and focus of AIA Hong Kong’s large-scale brand marketing campaign. The scope of the campaign will later extend to include television commercials, print and outdoor advertisements.

Making-of:

Credit
Client: AIA Hong Kong
Creative: Uth Creative
Head of digital: Ada Lee
Senior art director: Benny Yau
Copywriter: Kiren Kwong
Senior account director: Bianca Tam
Associate account director: Crystal Tang
Account manager: Kenneth Poon
Media: CMRS Digital Solutions (social media planning)
Starcom (traditional Media Planning)
Production: Such Films Production
Production director: Maisy Choi
Lead cast: Aaron Kwok and Peony

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