CASE STUDY: CREATING POSITIVE BEHAVIOUR CHANGE FOR AIA
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 helped AIA stand-out and demonstrate their brand purpose. They helped the brand comfortably exceed brand awareness, preference and lead generation goals at launch.