Drawing particular attention is the TVC, entitled 'Runner', which portrays how AIA helps people overcome the challenges encountered in their daily lives, and depicts how life becomes a race from the moment of birth.
In the commercial, which was directed by Paul Wong, a physician fires a starter pistol and a group of babies rushes out of the hospital. Computer animation was used by PMP Advertising to achieve a real-life effect of babies racing against each other.
The 'Life is a Race' theme continues with teenagers and adults joining the race, and an AIA agent on hand to assist clients in facing unforeseen problems.
"It is a very highly competitive marketplace," said AIA Hong Kong assistant vice-president of marketing Gerry Ong. "We wanted to be a little different and we wanted Hong Kong people to be aware that you have people there to help you out."
Of the interest generated by the TVC, Ong said: "Naturally we are hopeful (the attention) is positive."
"We are taking a different approach from other insurance companies," said PMP creative director David Wong. "Because AIA sponsors all the sporting events, we had to think of something that would link this to the insurance business."
Ong added that the two positioning planks - sports and the race theme - are necessary for AIA to evolve in a saturated marketplace. The company is the current market leader, but has faced increased competition from banks in recent times.
"The banks are really getting into life insurance in the past couple of years," said Ong. "We have to evolve and stay competitive."
The campaign also includes outdoor advertising on the railway system and print executions. AIA's recent regional programme saw a more gritty creative, showcasing the potential consequences for families facing death or illness might encounter.