The first international insurance company to gain a footing in China, AIA is reportedly seeking to put forward a more contemporary image that focuses on the future rather than its heritage and past achievements.
The new through-the-line campaign, due to roll out in July, will also aim to address a perceived lack of interest in future planning among Chinese consumers by taking a provocative stance to encourage more careful consideration of the future.
AIA’s main competitors in China include Prudential, AXA Life, and Ping An. The firm already works in partnership with Bates141 in India, Korea and Taiwan.
