THE REAL LIFE COMPANY

AIA Group Limited is the largest independent pan-Asian life insurance group. Our mission? To launch AIA- The Real Life Company in Cambodia.



CHALLENGE

Generally, life insurance is not the most engaging and comprehensible topic. Our challenge? A paradigm shift – injecting life around the product, vitalizing the conversation and making insurance relevant in Cambodia.



IDEA

In order to channel the product as humane, relatable and fun we developed an authentic integrated strategy, including digital and on ground activities. The on ground activities revolved around positioning AIA as a health ambassador that understands entertainment. Complementary, the digital strategy focused on social media as a realm of education, compassion, engagement and conversion.



APPROACH

On the launch event, we made sure that people enjoy their favourite activities: Yoga and Zumba. Spectacularly, the event was concluded with a Grand concert. Moreover, and to enrich the flavour of fun, we joined forces with a group of KOLs who performed as Yoga and Zumba instructors.



RESULTS

More than

100

people participated
in the Yoga and Zumba sessions

More than

12

thousand people
witnessed the concert

More than

15

thousand people
were part of the event