Insurance firm American International Group’s (AIG) goal is to raise its brand profile in Singapore, and its strategy has been through events focused on “making the world a safer place”.
Speaking to Marketing Events, Louise Corbett, corporate communications manager, AIG Singapore outlined the events it has been involved with for this strategy.
For example, events it has tied itself to are the AIG DriveSafe Challenge, the Advisen Cyber Conference, Women In Insurance event 2013 and rugby team All Blacks.
For the AIG DriveSafe Challenge, it was an event aimed at increasing awareness on road safety in Singapore and is part of the brand’s regional effort to increase awareness on safety in communities in which AIG operates. Besides Singapore, a Drive Safe event was also held in China.
In Singapore, the event saw participants driving to six locations across the island, where they tested their road driving skills and road safety knowledge. At each station, participants were educated on various elements of road safety. To drive home the importance of road safety, participants were scored on how accurate and efficient they complete each task without breaking traffic rules.
Corbett said that through the event, AIG hoped to potentially change the behaviour of Singaporean drivers for the better.
AIG also supported the Advisen Cyber Conference in May 2013, an event which focuses on key issues concerning claims, coverage, regulation, market dynamics and the needs and expectations of cyber insurance buyers.
AIG also brands itself with other themes such as workplace diversity, hosting the Women In Insurance event 2013 together with the Singapore Insurance Institute.
Internationally, the brand associates itself with sports such as rugby, with the brand being a global sponsor of rugby giants – the All Blacks. Its All Blacks sponsorship began in October 2012 and the brand is using the event sponsorship as an opportunity to raise awareness of its partnership with the sports team.
“By associating the AIG brand with New Zealand Rugby and the legendary All Blacks, we’ve been able to develop new business relationships in key emerging markets,” AIG president and CEO Bob Benmosche said.
The brand’s sponsorship of the team and its events is aligned with AIG’s objective of placing equal importance on playing for a team.
“Rugby players and fans believe deeply in the sport and its ceremony. Their passion is bigger than any single game or team, and unites rugby fans around the world. The same way rugby fans stand by the sport and their teams no matter what, we stand by our clients when times get rough,” said AIG in a statement.
For future events, the brand is looking to increase its support to events related to safety initiatives, said Corbett.
*Image from AIG Drivesafe Challenge Facebook page