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
Would-be insurance buyers in Malaysia, typically find it easier to impart rational strength (i.e. encouraging children to “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.

Media Execution
AIA’s Facebook launched a heartfelt video footage from Timothy Tiah (Malaysia’s top blogger), about his dreams for his prematurely born son. This was followed by letters from 11 Malaysian celebrities and parent bloggers. The content was amplified across digital space via social seeding (79,747 UVs; shared 6,167x); whilst programmatic ads, native ads(Yahoo), YouTube pre-rolls, Facebook page posts and video ads reached over 20.5 million impressions with over 551,000 clicks. Parents were subsequently encouraged to write to their children via AIA’s dedicated mobile friendly site. Subsequently, two more heartfelt videos (these stories were picked up from entries received) were released to further encourage participation. We collaborated radio 988 where parents who submitted their letters were contacted and share their experience on the morning show reaching out to 1.15 million listeners. Station DJs also shared their letters to their children with AIA. Print campaign supported in building massawareness
with creative editorial in key titles such as The Sun, Sin Chew Daily, The Star and Feminine reaching 800,000+ parents (15+) and 650,000+ parents with kids(0-14yo). We strategically used Astro TV (AEC, WLT, Astroon-Demand) to air a video footage, specifically targeting Chinese parents to encourage them to pen down their words.

The Results
“Letters for the Future” saw Malaysians capture their thoughts, hopes or advice to be shared with their children in the future. The messages were then beautifully packaged as time capsules and delivered to the creators within a week, so that parents might present them to their children later on. 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 were shared 8,148 times. The videos were the No. 1 videos shared in September and October 2014 in Malaysia’s financial category, and Top 10 globally in Facebook. Fans increased by 16,072. The increase in engagement helped brand consideration scores grow by 28% (Q4 2014 74%), maintaining AIA’s no. 1 position.