After a record breaking IPO in 2010, AIA set out a new vision to become the pre-eminent life insurer in the Asia Pacific region. They also adopted a new brand positioning to become The Real Life Company, which promises to “genuinely engage in people’s lives, providing the right financial solutions to them and their families in a constantly changing world”.
In 2013, Prophet was engaged to develop a brand activation campaign to launch the new brand positioning to employees and agents, and to help them understand how best to bring the brand promise to life. We recommended a strategy to engage the target audience by crowdsourcing real life stories from across the region which speaks to the tangible and inspiring ways employees and agents live up to the brand in their daily lives. This provided substance and proof points for the new brand positioning and made the brand promise real to customers.
We themed the brand activation campaign around a people-centric idea – “You Make Us The Real Life Company”.
A series of real life stores were crowdsourced from employees and agents and brought to life through an inspiring internal engagement campaign. The campaign demonstrated how AIA people go the extra mile to take great care of customers and each other in the ups and downs of everyday life.
The campaign has created a simple and memorable brand engagement idea that resonates with everyone in each of AIA’s markets (in multiple languages). Over 11,000 agents in Thailand were introduced to the new brand positioning through 200 workshops conducted over a three-month period.
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