Malaysian Media Awards Winners Showcase





2015 | |

Letters for the Future

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
AIA’s differentiation strategy is to provide physical and emotional support for insurance holders and their loved ones, in this life and the next. The challenge was to overcome negative perceptions of the category, and forge a genuine emotional connection with customers. We set a bold target to increase brand consideration (currently at 58%) through engagement.

Insight, Strategy and the Idea
Malaysian insurance buyers find it easier to impart rational strength (example, encouraging children to study harder) vs. showing emotional strength (saying, “I love you”). We wanted people to realise that the emotional impact of love-messages was just as powerful as leaving a financial legacy. This led to the creation of “Letters for the Future”, a by-parents-for-children time capsule.

Media Execution
Through a Facebook video, top blogger Timothy Tiah shared his heartfelt dreams for his prematurely-born son. This was followed by letters from celebrities and parent bloggers. They encouraged parents to write to their children via AIA’s dedicated mobile friendly site. Next, we released footages from actual parents who contributed letters. “Letters for the Future” saw Malaysians capturing their thoughts, hopes and advice for next generation. These messages were then re-packaged as time capsules and delivered to parents, so that they might present them to their children at an opportune time.

Results and Effectiveness
AIA received 120,000 words of love and wisdoms, sent by over 600 parents. More importantly these entries were read by more parents – the mobile friendly website was visited 363,349 times. Entries exceeded target by 132%. This campaign reached 6,200,000+ parents across the digital space. FB posts were organically shared 9,569 times; videos shared 8,148 times. Moreover, these videos were the No. 1 videos shared in Sep and Oct 2014 in Malaysia’s financial category, and Top 10 globally on Facebook. FB fans increased by 16,072. And finally, brand consideration scores, through engagement, grew by an astounding 28%.