AIA Malaysia simplifies the complications of insurance in latest campaign

Multinational insurance and finance corporation AIA Malaysia has appointed Mediabrands Content Studio (MBCS) for its new brand film and campaign, “Subscribe to a Better Life with AIA”.

The campaign is the newest execution of AIA’s “Live with Vitality” movement and intends to motivate all Malaysians to live healthier, longer and better lives.

Additionally, this campaign aims to simplify the complications of insurance and provide customised insurance to its customers by illustrating AIA’s solutions and offerings such as its total health and wealth solutions in a manner that its consumers are well acquainted with.

The year-long campaign features a blockbuster-inspired brand film starring Datuk Nicol David, AIA Malaysia’s ambassador as well as the construction of a campaign website that reflects the simple navigation of AIA’s streaming services.

A “how-to” video led by Datuk Nicol David is also included in the campaign, in which she guides users through the campaign website with a website walkthrough.

Don't miss: Huggies and Ogilvy MY highlight the reality of parenthood in heartwarming new campaign

“Insurance solutions are often perceived as complex, and can be incredibly confusing to consumers, even to those who may already have some coverage,” said Rudy La Faber, creative director of MBCS.

“In conceptualising this campaign, we wanted to challenge the thinking and existing perceptions around insurance, coverage and plans. [We wanted] to debunk all the jargons around insurance and present these offerings in a mode consumers would understand, [through] streaming platforms”. La Faber added.

The “Subscribe to a Better Life with AIA” campaign is inclusive of all life stage such as the young, the health conscious, families and those looking to create generational wealth.

“After all, people are happy and willing to pay for multiple subscription services, yet many Malaysians remain uninsured. By reframing the insurance experience as another positive subscription that they can enjoy and benefit from, we hope to demystify the process and make insurance more palatable for people,” La Faber concluded.

Numerous brands have been pushing out new and innovative campaigns in their efforts to maximise consumer reach with an innovative twist. Just recently, Huggies has launched a new initiative aimed at providing rich and relatable local content for parents and babies throughout Peninsula Malaysia and East Malaysia. Titled ‘We Got You Baby’, the ongoing initiative officially launched on 14 May, and now, a newly released film will be bolstering the campaign.

In partnership with Ogilvy Malaysia, the campaign aims to showcase Huggies’ support and its commitment to babies’ health in their daily ventures.

Related articles:
KFC Malaysia celebrates golden jubilee with immersive campaign 
Pejoy's latest campaign launches hunt for soon to be discontinued flavours
MAGGI launches new cheesy and spicy noodles with quirky influencer-led campaign