AIA Hong Kong mobilises the city to ‘Rethink Healthy’ with 360-degree integrated marketing strategy

As a leading insurance company, AIA consistently advocates for health and wellness across Asia. But a survey conducted by the company revealed a concerning trend: 63% of the respondents believe that exercise must be intense and time-consuming to be beneficial, which discourages many from engaging in physical activity.  

In response, AIA Hong Kong launched a localised activation to support AIA’s new brand campaign "Rethink Healthy", encouraging conversations on what healthy truly means.  

AIA Hong Kong emphasised that healthy encompasses many dimensions and isn’t one-size-fits-all. In the dynamic city of Hong Kong, there is a pressing need for a deeper understanding of this concept. Through a diverse array of activities, the company aspires to inspire everyone to take the first step towards "Healthier, Longer, Better Lives" by redefining health as a balance between physical, mental, financial, and environmental wellbeing.

"Rethink Healthy" is a key component of the "AIA One Billion" initiative which aims at empowering one billion people to live healthier, longer, and better lives by 2030.   

To immerse people in this transformative journey, AIA Hong Kong has formed a 360-degree integrated marketing strategy with culturally appropriate content, spanning both online and offline realms including social videos, celebrity and employee engagement activities, community events, and strategic brand partnerships. 

Kicking off the campaign in style, AIA Hong Kong collaborated with the legendary 92-year-old artiste Woo Fung, positioning him as the "Post 90" KOL on social media. Joining him in these videos is his 11-year-old great-grandson Herbert, creating contents that underscores the importance of health across generations.

To provide a pathway for everyone to embrace the ethos of "Rethink Healthy", AIA Hong Kong curated a series of experiential activities across both sides of Victoria Harbour.

The "AIA One Billion Week", a ten-day festival culminating at AIA Vitality Park in Central, featured a wide range of wellness experiences and family activities, including Central's first outdoor Ninja Challenge and the new photo-taking landmark, "Sky Mirror of the Wheel".  

The event was kicked off by AIA Hong Kong and Macau staff preview, followed by public grand opening by local actors Raymond Lam, German Cheung, and Tony Wu from the popular movie "Twilight of the Warriors" and welcomed community stakeholders ranging from the winner of Hong Kong's AIA Healthiest Schools Challenge 2023/24, to representatives from the AIA Creator Fund and AIA Scholars.  



On 4 August, last day of the event, the company also hosted a free ride day on the Hong Kong Observation Wheel in celebration of the achievements of Hong Kong athletes in Paris!  

Simultaneously, across the harbour, AIA partnered with Harbour City to support the immersive sports-themed playground event, "Join the Loop @ Harbour City", featuring Italian artist Lucas Zanotto and running until 1 September. 

AIA Hong Kong concluded that the resounding success of the "AIA One Billion Week" was evident in the remarkable turnout,  and great engagements and publicity over different communication channels including media and social media. This event marks just the beginning of its mission to "Rethink Healthy" within the community.

With a strong foundation laid and more initiatives on the horizon, AIA Hong Kong is confident in its ability to guide each individual to redefine what health stands for. 

This article is sponsored by AIA Hong Kong.