Undoubtedly 2020 is a challenging year for every marketer and brand due to a number of unforeseeable and unprecedented reasons. In this year’s Marketing Excellence Awards in Hong Kong, AIA International Limited (“AIA Hong Kong”) scooped 12 accolades and also emerged to be the first company ever to win the coveted top distinction of Marketer of the Year for three consecutive years, showcasing its outstanding performance in marketing strategies.
Fight Against COVID-19 Together with the Community
The ongoing COVID-19 pandemic has hit the community severely. To support the public during the pandemic, AIA Hong Kong offered free COVID-19 protection to all Hong Kong and Macau citizens as well as frontline cleaning workers*.
AIA Hong Kong also produced three documentary-style videos to pay tribute to everyone in the society who remains steadfast in their roles and the heroes in our hearts under such trying times.The insurance company launched two rounds of anti-epidemic charity campaigns, in which 10,000 health protection kits and 3,000 “Family Protection Boxes” were donated to less privileged families in Hong Kong, and donation was made to support Caritas Macau’s anti-epidemic community work.
The brand understands the public’s concerns about COVID-19. To support them, AIA Hong Kong launched first-in-market COVID-19 Alert Service on “AIA Connect”**. Once users are within 200 metres of buildings with probable or confirmed cases, they will immediately receive mobile alerts.
iTravel Protect and Digital Marketing Campaign
Apart from pandemic-related measures, AIA Hong Kong also launched other best-in-class digital marketing campaigns. Enabled by machine learning insights (data), dynamic content and media (personalisation) and AI optimisations, iTravel Protect is an innovative insurance product that can be purchased through the AIA iShop e-commerce platform.iTravel Protect also goes beyond conventional protection to provide first-in-market cover for “Missed flight departure” and “Extended cover to pre-existing illnesses”. To enhance promotion results, 60 versions of short videos were created with various personalised features and messages to the potential customers based on their interests, browsing history and demographic segmentation.
“DNA” Transformation Journey powered by Omni-Channel Ecosystem
AIA Hong Kong has been keeping up with the times and transforming itself with “Digitalisation & Analytics” (DNA) to ensure dynamic growth and meet the market’s changing needs.
To propel customer centricity to greater heights, omni-channel ecosystem revitalises and develops digitally-enabled “Learn-Buy-Service” journeys with innovative digital platforms, so as to connect customers with AIA Hong Kong and its financial planners, creating tomorrow’s experience today.It is in our DNA to connect data, intelligence and experience to create a caring, personalised and innovative journey for customers through the omni-channel ecosystem.
*The coverage period for Hong Kong and Macau citizens (non-AIA customers) starts from the date of successful enrolment for the free cover until 30 September 2020. And that for eligible AIA individual and group insurance customers lasts until 31 Mar 2021.
**Service was provided from 18 March to July 2020.
This article is sponsored by AIA Hong Kong.