Strategy built on insights. Ideas that exist beyond boundaries.
Campaigns centred around communities.
We put them all together in ways that connect brands with people,
and today with TMRW.
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.
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.
Over 90% membership increase and over 600% increase in email enquiries and 146% in inbound calls
Over 90% membership increase, 78% uplift in website visits in the first two months and 620,000 rewards redeemed.
Over 600% increase in email enquiries and 146% in inbound calls. 51% member engagement, 49% brand recall.
9.4X better performance on digital ad buys as compared to Google’s display benchmark.