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#LEAwards 2021 highlight: AIA SG's earned strategy to creating a united community among loyal fans

#LEAwards 2021 highlight: AIA SG's earned strategy to creating a united community among loyal fans

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As one of the leading insurers in the country, AIA Singapore sets itself apart by always going above and beyond for its customers. Through its customer-first mindset, AIA has established itself as the insurance company that walks the talk with its commitment to empowering Singaporeans in more ways than one. 

In fact, its commitment towards its customers was how AIA won the bronze award for the Best Use of Advocates at MARKETING-INTERACTIVE's Team of the Year – Brand Awards through its #EmbracingNewNorms campaign, done with Ogilvy Singapore and DSTNCT. Here is a deeper look at what went on behind the scenes. 


Facing one of the biggest global disruptions to date, Singaporeans and the world over had to adjust their lifestyles amidst COVID-19.  Everyday routines, standard protocols, and consumption habits had to change. 

The resulting and inevitable economic downturn was overwhelming, as it led to significant anxiety about financial futures and job security. This was on top of worldwide health concerns where they could contract the virus and infect their loved ones. Hence, the new normal became something to be feared, a threat against the life we know and embodying the uncertainty that these changes would bring.

This posed a unique challenge to AIA Singapore, as the pandemic was threatening the delivery of its brand promise. The company found itself thinking of how far its PR and communications capabilities could go to effectively enable Singaporeans to live healthier, longer, and better lives in the long term. 


AIA’s edge has always set it apart from its competitors. By showing that the company cares about the customer’s holistic being, it could offer genuine and integrated support that will help Singaporeans through this jarring transition, continuing to live up to our brand promise despite the pandemic. 

To deliver on its commitment, the company adopted a strategy to better suit the environment. Understanding that Singaporeans are now digitally savvy, AIA decided to harness its strengths in PR to shape influence via earned media. By tapping into existing local social channels and networks such as Facebook, Instagram and YouTube, the company was able to come up with relevant content that speaks to the consumer about their concerns across multiple platforms and touchpoints. 

Working with Ogilvy Singapore and DSTNCT, AIA came up with a PR-led integrated campaign to help Singaporeans embrace the new normal every step of the way. The #EmbracingNewNorms campaign aims to create a united community behind authentic and holistic messaging that resonates deeply with the stakeholders. 


To generate positive sentiment and amplify key initiatives under this campaign, the company worked with Ogilvy Singapore and DSTNCT to harness the power of PR to reach its audiences remotely. 

1. The #EmbracingNewNorms Challenge  

During the circuit breaker, the company engaged with its audiences through a social media contest to share the most creative ways they stay active using ordinary house supplies. With the help of AIA’s global ambassador, David Beckham, the company was able to excite the public and spread the campaign’s reach through social media. 

 2. AIA Live Event 


Hosting its first-ever online regional health and wellness event in August 2020, AIA Live had more than 30 unique sessions led by ambassadors, celebrities, and influences from across the world. It also featured a special guest appearance from the global ambassador, David Beckham. Also featuring local celebrities such as Andie Chen, Amanda Chaang, and Andrew Marko, the one-day virtual wellness extravaganza offered hours of unique insights, tips, and practical sessions to help inspire, motivate and educate the community on their journey towards healthier living. 

 3. Trusted online source for learning how to embrace new norms  

By leveraging its PR efforts further, AIA produced a timely content series on social media channels such as Facebook, Instagram, and LinkedIn. This included practical lifestyle tips, stay-home webinars, and other useful information about the company’s products and services. There was also a dedicated COVID-19 webpage that informs the audiences on the support AIA provides amid the pandemic. 

 4. Empowering stakeholders with the tools they need  

When the pandemic hit, AIA Singapore rolled out COVID-19 initiatives to support its customers. Apart from investing SG$5 million to support its customers, employers, and a wider campaign, the company also paid for 50,000 video medical consultations. 

As part of a work-from-home scheme, over 1,000 permanent and contract employers were given SG$1,000. Attempting to upgrade the digital skills of its employees, AIA partnered with digital creative business school, Hyper Island, to co-design a digital mindset cultural programme.A #HaveYouCheckedInMovement initiative has also been rolled out via Facebook, aiming to increase employee engagement and participation.


Through these actions, AIA managed to land coverage in top-tier publications, securing at least SG$3 million in PR value. It also drove strong uptake of the free COVID-19 special coverage policy, with more than SG$540,000 being paid out in separate claims. This has benefitted more than 450 customers holding individual and corporate policies. 

As compared to other major life insurers in Singapore, AIA Singapore had more than a 30% share of voice. Additionally, the #EmbracingNewNorms challenge also managed to have positive results, reaching over 280,000 people on Facebook and Instagram.

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