AIA counts on gritty TVCs for cut-through

In breaking with the category norm, the M&C Saatchi-created campaign for regional audiences wants to be honest and hard-hitting about the potential consequences which families facing death or illness might encounter. "AIA hopes to drive home the message that insurance is about protection and not just about financial growth and investment," said Robert Burr, vice-president of marketing, accident and health worldwide, of AIG. "In many cases around the world, healthcare costs are far outstripping wages and our campaign draws attention and focus to the importance of being able to afford the wonders of modern medicine." Targeting the large demographic of 25 to 40 year-old men and women, the 'AIA -- protecting your future' campaign depicts 'moments of consequence' scenes in which two perspectives of an unfortunate story are shown. There are two core 30-second TVCs with 20 different language and end versions. The first of which shows a hospital scene and the reality of a couple learning of the husband's critical illness. The second follow-up TVC shows the wife, this time with her son, coping single-handedly with the emotional and financial burden of the situation. Richard Tunbridge, creative director at M&C Saatchi said: "We ask the viewer to put themselves in the same situation and pose the thought what happens to your family if something happens to you?" Burr believes that the Asian market is more pragmatic than it was six years ago and therefore "health, wealth and happiness are no longer taken for granted". This line of advertising has therefore been chosen because of its 'real' nature which links with the fact that health issues are far higher on people's agendas. "There is no fluff, no false promises, what you see in the ads are the real consequences of unforeseen incidents. Protection insurance is about getting the money when you need it most," said Burr. The campaign includes print, outdoor and television advertising initiatives in four key markets; Hong Kong, Singapore, Thailand and Malaysia and further markets are expected to follow. The insurer recently completed an internal campaign, 'A walk through life', which involved a staff training course, and has also launched direct marketing campaigns going out to several million AIA customers across Asia. AIA considers itself a pioneer in providing comprehensive products to customers. Insurance products like AIA's Infectious Disease Protector covers new diseases such as the bird flu and Sars. "AIA is the most prestigious and reliable insurance brand in Asia," said Burr, "And this campaign reinforces our regional market leadership". This campaign was created to support AIA's 200,000 salesmen in the region.