AIA Hong Kong has brought two of Hong Kong’s popular singer and actor – Hins Cheung and Ivana Wong, to launch the latest “AIA Vitality Weekly Challenge” campaign. Within a day, the digital video starring the two has generated more than 1 million views on social media platforms such as YouTube and Facebook.
In the commercial, Wong and Cheung playfully demonstrate the concept and rules behind the programme: For customers who have purchased AIA Vitality selected insurance products, they can earn points in the weekly challenge by pursuing healthy lifestyles. For instance, eating fruit and vegetables, going for a body check, doing active exercises etc, all add on to their profile.
By reaching certain status, or fulfilling the “weekly target” AIA proposed, customers will be rewarded with discounts and gifts like free Starbucks drinks, Mannings vouchers or UA movie tickets. The programme runs til 30 October.
The campaign comes in celebration of AIA’s 85th anniversary in Hong Kong.
Jacky Chan, chief executive officer of AIA Hong Kong & Macau, said: “By offering spectacular incentives, this initiative encourages healthy, active lifestyles and invites customers to celebrate AIA Hong Kong’s 85th anniversary with us. We look forward to having all AIA customers in Hong Kong and Macau join the results-proven wellness programme that is ‘AIA Vitality’ as it will help them live healthier while earning exclusive rewards along the way.”
The campaign will later be extended to include online and social media, print and outdoor advertisements.
Client: AIA International Limited
Creative agency: Uth Creative Group Ltd.
Managing partner: Desmond So
Associate creative director: Benny Yau
Head of digital: Ada Lee
Senior copywriter: Yan Yeung
Art Director: Renata Chung, Hugo Tse
Associate account director: Erica Chan
Senior account executive: Sunny Yeung
Production house: The Film Factory Ltd.
Director: Chow Kam Wing