AIA’s brand promise is to make a positive difference by helping people live longer, healthier and better lives. In 2015, we introduced AIA Vitality, a game-changing wellness programme that rewards customers for living a healthy lifestyle. Since then, AIA has reinvented its role, evolving from disease and risk management to proactively encouraging and supporting public health improvement.

To celebrate its 85th anniversary in Hong Kong, AIA created the AIA Vitality Weekly Challenge campaign, giving the opportunity for its customers and prospects to become familiar with the AIA Vitality concept and embark on a healthy lifestyle, and at the same time, increase their interest in becoming an AIA Vitality member in the future.

The campaign kicked off with a series of well-coordinated activities that integrated traditional media (a press conference and giant billboards) and digital media (a viral online film) to create an impactful launch. The strategy of promoting from internal (AIA employees and financial planners) first and then to external (customers) helped to drive fast adoption.