To realise our brand promise of helping people live healthier, longer, better lives, AIA launched a tax-incentive campaign to encourage Hong Kong people to plan early for their medical protection and retirement needs, riding on the tax-deductible schemes that the Hong Kong government launched for VHIS, MPF and Deferred Annuity on April 2019.

The campaign kicked off with a series of well-coordinated activities that integrated traditional media (press conferences and media interviews, TV commercials, buses and prints) and digital media (several viral online videos targeted at different segments, various digital tools such as tax-saving calculator) to create an impactful launch. To make the campaign talk-of-the-town in a short period of time, we starred the popular trio Dodo and FAMA to announce the unbeatable WOW customer offer “Lowest-Price-in-Town Guarantee”.