AIA Malaysia, a major player in the insurance and finance industry, has engaged the creative prowess of Mediabrands Content Studio (MBCS) for its brand film and new campaign, “Subscribe to a Better Life with AIA.” The campaign stems from AIA’s “Live with Vitality” movement, aiming to inspire Malaysians to lead healthier, longer, and improved lives.
The innovative campaign seeks to deconstruct the complexities typically associated with insurance. It aims to provide customers with bespoke insurance solutions by showcasing AIA’s comprehensive health and wealth offerings in an accessible and user-friendly manner.
This year-long initiative incorporates a blockbuster-inspired brand film featuring Datuk Nicol David, AIA Malaysia’s ambassador. The campaign also includes a dedicated website, designed to reflect the easy navigation of AIA’s streaming services.
Moreover, the campaign incorporates a ‘how-to’ video, led by Datuk Nicol David, guiding users on a step-by-step walkthrough of the campaign website.
Rudy La Faber, the Creative Director of MBCS, shed light on the inspiration behind this campaign. He acknowledged that insurance solutions can often seem complex and confusing to consumers. The campaign’s conceptualization aims to challenge existing perceptions around insurance coverage and plans, by presenting these offerings in a mode that consumers would understand – streaming platforms.
The “Subscribe to a Better Life with AIA” campaign caters to all life stages – the young, the health-conscious, families, and those seeking to create generational wealth. By reframing the insurance experience as a positive subscription service, the campaign hopes to demystify the process and make insurance more appealing to people.
Recently, other brands have also embarked on creating innovative campaigns to extend their consumer reach. Notably, Huggies launched a new initiative, ‘We Got You Baby,’ which focuses on providing rich and local content for parents and babies across Malaysia. This initiative, in collaboration with Ogilvy Malaysia, seeks to emphasize Huggies’ commitment to babies’ health and daily adventures.
Source: Marketing Interactive