Insurance group AIA has launched a new round of work to promote its core retirement and MPF products, tapping Leo Burnett for the Hong Kong push.
Following on from tis regional “Real Life Never Stops” work, this latest campaign aims to centres on the theme of “Building a Brighter Future on Positive Beliefs”. The campaign encourages people to take positive steps to plan for their retirement future.
A light-hearted digital element has been included and aims to convey a wealth of information on retirement and MPF in a lively format.
This includes a handful of product-driven viral videos, a comic series and tutorials around retirement planning. Digital agency of the campaign is Pixel Media’s Dialogue Labs, while media buy is handled by UM and RoadShow.
Edith Yiu, CMO of AIA Pension and Trustee, told Marketing the entertaining approach applied on digital execution aims to grab attentions of younger generations.
“Retirement solutions are getting more attentions from the public and it concerns not only elderly but also younger generations. But most people tend to percept retirement solutions as complex concept that scaring them away."
"We use a rather entertaining and light-hearted approach to penetrate the concept to our target customers in a lively way.”
“Compounding”, a viral video starring Canto-pop idol Kandy Wong of Sugar Club and local actor BabyJohn Choi:
http://www.youtube.com/watch?v=c2dVDXG3zoc
“Snowball”, a tutorial video starring famous YouTuber “Ming Jai” to give a lively and interesting explanation on the concept of investment.
http://www.youtube.com/watch?v=Xi2xll8BgBo
Alongside the ad is an eight-episode programme on RoadShow, featuring Hong Kong stories taken from from the company’s regional campaign “Real Life Never Stops”, aiming to advocate retirement preparedness across the community.
Titled “Building a Brighter Future”, the programme will be broadcasted in buses, YouTube and its mini-site.
“Stay Positive and Hold on to your Beliefs for a Brighter Future” starring local star Tien You Chui:
http://www.youtube.com/watch?v=xJCtulx7H3E
The idea “Stay Positive and Hold on to your Beliefs for a Brighter Future” also extends on print media across newspapers, buses and trams, which targets three different customer segments. Print activations will last until February.
Yiu added that all the print ad visuals have adopted real-life scenarios that embody its brand sprit of “Real Life”.