Malaysian Media Awards Winners Showcase

The Challenge
AIA’s challenge was to overcome the typically negative perceptions of an insurance company, and instead make a genuine emotional connection with the newly created brand proposition; AIA ‘The Real Life Company’. Our objective: Increase brand consideration score (Q2 2014 58%).

The Solution – Insight & Idea
Parents typically find it easier to impart rational strength i.e. saying “study hard” than to show emotional strength with a statement like, “I love you”. We wanted people to realize that the emotional impact of leaving a message of love, was just as important as the financial legacy once they were gone. AIA’s “Letters for the Future” encouraged reserved Malaysians to express their heartfelt sentiments today so their loved ones have them as tangible mementos for tomorrow. The idea led us to develop a parent- focused time capsule concept. The campaign encouraged parents to capture their thoughts, hopes or advice to be shared with their children in the future via AIA’s dedicated mobile friendly site.

The Execution
Three videos were beautifully crafted to support the campaign:
Video #1: We launched a heartfelt video where Timothy Tiah (Malaysia’s top blogger), spoke about his dreams for his prematurely born son.
Video #2: ‘Surat Untuk Anak’ depicted a father’s journey with his two cerebral palsy children was release after suggested by a parent.
Video #3: “Mom’s Letter to Me” was an entry we discovered, left many moms in tears.

The Results
These videos (shared 8,148 times) became Facebook’s No.1 videos shared in September and October 2014 in Malaysia’s financial category, and Top 10 globally. AIA received 120,000 words of love and wisdom, sent by 600+ parents but read by many – mobile site had 363,349 visitors. Entries exceeded expectation by 132%. With the campaign reaching 6,200,000+ parents digitally, the increase in engagement grew brand consideration scores by 28% (Q4 2014 74%), maintaining AIA’s no.1 position.