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AIA

Vitality weekly challenge

THE BRIEF

With Prudential launching MyDNA and NTUC Income with Orange Health, AIA needed a comprehensive proposition to differentiate itself from the rest. AIA Vitality launched a new mobile app – AIA Weekly Challenge – encouraging members with weekly S$5 Rewards when they clock 250 physical activity points every week.

SEE AWARDS

the IDEA

Too often, the approach has been to flaunt sculpted bodies, impossible goals and reliant on self-rewards. Hence, AIA’s approach was to go in hard with its rewards. The campaign visuals blatantly put the offers upfront and centre, with a focus on getting people to realise that getting healthier needn’t be a Nike mantra.

AIA VITALITY WEEKLY CHALLENGE APP

Over 90% membership increase and over 600% increase in email enquiries and 146% in inbound calls

AIA Vitality Website
ACQUISITION

Over 90% membership increase, 78% uplift in website visits in the first two months and 620,000 rewards redeemed.

OUT-OF-HOME ADVERTISING

Over 600% increase in email enquiries and 146% in inbound calls. 51% member engagement, 49% brand recall.

GOOGLE DISPLAY NETWORK ADVERTISING

9.4X better performance on digital ad buys as compared to Google’s display benchmark.