Creating positive behaviour
change for AIA
Best Brand Campaign, IAB Digital Advertising Awards 2020
We designed world first media initiatives to help health and life insurer AIA demonstrate their commitment to “Healthier, Longer, Better Lives”.
Most people want to live a little healthier, but change is hard. To make it easier, we turned media space into innovative opportunities for a new healthy behaviour. “Healthy ad breaks” ran on TV with tips integrated into programming and ad breaks; data-powered ambient prompted people to take the stairs to work, or keep going at the gym; and a world-first partnership with Spotify inspired people through their listening behaviour and contexts.
These innovative and creative media partnerships enabled AIA to stand-out and demonstrate their brand purpose. They helped the brand comfortably exceed brand awareness, preference and lead generation goals at launch.