To support AIA’s umbrella corporate commitment to helping people live ‘Healthier, Longer, Better Lives’ across the APAC region, the brand leveraged its primary partnership with Tottenham Hotspur to create a suite of video content aimed at communicating the importance of exercise and nutrition and providing practical tips on how to work out and eat more healthily.
Territory: Asia/Pacific (APAC)
Agency: CSM / Chime
Objectives
The AIA Group launched a new brand promise – Healthier, Longer, Better Lives – in 2018 and to promote and celebrate the launch it rolled out an integrated series of marketing initiatives – ranging from advertising, local events and experiences, endorser work with ambassadors such as David Beckham and chef Jeremy Wang and its Tottenham Hotspur sponsorship – which are all themed around health and wellness initiatives targeting the general public.
The three core elements of AIA’s new brand promise to not only protect lives, but also to make them better every single day are:
- Healthier: Because when you’re healthier, you get more out of life. You can do more. Experience more. And live more.
- Longer: Because when you’re healthy, you get more time to enjoy an active and meaningful life.
- Better: Because it’s not just about staying alive, it’s about quality of life. About living well. Living life to the fullest.
The umbrella aim of the initiative was to reinforce AIA’s healthy living positioning, drive credibility around messaging, boost brand understanding and increase consideration amongst its audiences by engaging Spurs fans and AIA existing customers in particular and all football fans and potential customers in general.
Activation
The Spurs strand of the wider campaign saw the insurance giant leverage its shirt sponsorship of the English Premier League Club Tottenham Hotspur to create a player-fronted online video series to promote healthy living.
The videos ranged from ‘In-Kitchen Wok-Outs’ to ‘In-Work Work-Outs’ and an ‘Injury Prevention’ series.
The practical, but entertaining social spots were paired with practical and downloadable recipes and exercise tips to bring the message and objective to fruition.
As well as the videos, the activation also included a football events – including clinics and participatory skills and challenges – in Hong Kong and Singapore hosted by professional coaches from Tottenham Hotspur.
“As we are committed to enabling people to live healthier, longer and better lives, supporting the club in the capacity of a global principal partner is a natural choice for us, as Tottenham Hotspur is one of the top-ranked teams in the English Premier League with millions of fans in Asia,” said AIA Singapore Chief Marketing Officer Ho Lee Yen.
“Our shared values of empowering the lives of the communities we’re engaged in makes our sponsorship with Spurs even more meaningful. Active participation in sports plays a vital role in promoting a healthy lifestyle, making it a natural choice for us to invest in fitness and football initiatives,”
Outcomes
Since its early 2018 launch, the video content has been shared across nine markets and has generated 2.6m global impressions.
Cumulatively, the episodes have notched up more than 1.6m views and the number of unique engagements across the series totals over 100,000.
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