AIA HK names Siobhan Haughey brand ambassador

AIA has named world swimming champion, Siobhan Haughey, as the brand ambassador of AIA Hong Kong and Macau. To complement this appointment, Haughey will also star in the brand’s new advertising series, “Going Beyond With You”, which is based on the swimmer’s personal stories.

Highlighting her tenacity and resilience that resonates with the brand’s “Beyond Insurance” concept, the advertising series is touted to showcase her talents, and celebrate her fighting spirit in the face of challenges. The brand believes that the successful pursuit of her dreams will inspire its consumers to be brave, and rise up to challenges.  

“Going Beyond With You” will feature Haughey in four commercials, each with a different theme. Among the themes include AIA Group topping the MDRT global ranking for eight consecutive years; the brand’s commitment to achieve net zero greenhouse gas emissions by 2050 as part of its drive for environmental protection; AIA being recognised for its effort in providing care for customers’ health and wellness; and AIA Hong Kong’s introduction of a savings product offering multi-currency options.

Bonnie Tse, chief customer, strategy and transformation officer of AIA Hong Kong and Macau, explained that Haughey is widely recognised as a world-class athlete who keeps pushing her own limits and has broken multiple records in the international sporting arena. “Not only does she embody our theme of ‘Going Beyond’, but her personal story also exudes positivity and inspires people to face challenges head-on,” Tse added.

The “Going Beyond With You” campaign will be rolled out on AIA, other social media, as well as digital media platforms. AIA Hong Kong has also launched a campaign video on its YouTube channel to raise greater awareness of its appointment and campaign. The thirty-second video features Haughey sharing the immense value swimming has to her, and how AIA can support this passion, alluding to the “Going Beyond With You” campaign title.

Previously in June, the swimmer also starred in a short video to promote the AIA Healthiest Schools programme, encouraging students to develop healthy and good living habits at an early age.

Haughey said: “Playing sports has always given me a lot of pleasure since I was a child, and made me realise how important it is to stay fit. To live a healthy life, one must develop good living habits at an early age.” She explained that AIA Healthiest Schools is a very meaningful programme worthy of school participation as it helps instill healthy behaviours in primary students in diversified aspects.

Meanwhile, the AIA Healthiest Schools programme will be launched in Hong Kong, Australia, Thailand and Vietnam. Its launch is in line with AIA’s ambition to engage a billion people to live “Healthier, Longer, Better Lives” by 2030. In particular, in Hong Kong, the AIA Healthiest Schools programme will be available in all primary schools and will provide teachers with free, curriculum-linked online resources developed by professional educators. According to AIA Hong Kong, the resources are designed to encourage students to actively pursue physical and mental wellness.

Tse said: “We have long been developing quality products and services to address different needs of our customers. Moreover, we have gone beyond the role of traditional insurers and taken a proactive approach to promote sustainable development of society.”

On the marketing front, AIA Hong Kong recently featured singer Hins Cheung in two campaigns in May, telling the highlights of its mandatory provident fund schemes and the details of a startup competition. The brand said then the advertising campaign sought to accentuate the four highlights of the AIA MPF scheme in a fun and light-hearted fashion. In the campaign, Cheung played the roles of a courier boy, a tailor, an accountant and an architect. AIA Hong Kong also said then in the campaign that it is ranked first among MPF service providers in terms of average returns of overall MPF funds in 2021 and over 99% of AIA MPF members achieved a positive return.

The ad series was rolled out on both online and offline media platforms, including trams and buses, MTR stations and social media platforms. In addition to the MPF campaign, Cheung also starred in a video in collaboration with YouTuber Neo Yau to tell the details of a startup competition "Cre8 by AIA", encouraging the youth to pursue their dreams.

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