Annie Kwok
Jul 12, 2013

AIA launches new positioning as 'The real life company'

HONG KONG - AIA is taking a new direction in its brand positioning, calling itself 'The real life company' and launching a new campaign, 'Real life never stops', through TBWA\Hong Kong.

wide player in 16:9 format. Used on article page for Campaign.

With its new positioning, AIA describes itself as a real partner of its customers in a constantly changing world. The change is the result of research including more than 100 focus groups in nine markets across the region. The research took in the views of consumers, financial planners and employees, the company said.

The new campaign, launching today, is intended to communicate AIA’s interest in understanding the real lives of its customers. Launching initially in Hong Kong and Malaysia before airing in other areas of Asia-Pacific, it includes the TVC as well as print, OOH, digital and social-media elements.

Stressing the campaign’s theme of optimism, Joanne Lao, Managing Director of TBWA\Hong Kong said  that, “no matter what happens in life, AIA believes in never giving up on what’s important" to its customers.

Apart from marketing, AIA is also introducing a benefit to back up its claims: Understanding the financial burden of medical expenses for many people in Hong Kong, the company is introducing a premium-refund programme to “offer them peace of mind,” according to Bonnie Tse, general manager, marketing and business strategy for AIA Hong Kong and Macau. The brand is also launching new offerings, including a range of insurance and wealth-management products.

AIA Hong Kong plans to introduce the 'Real life company” positioning to the public with a series of activities beginning in July. 


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