MANILA, PHILIPPINES — AIA Philippines, formerly AIA Philam Life, tested 20 teams of undergraduate college students and young professionals for the most innovative insurance solutions through Lifehackers 2022.
In its mission to make Filipinos’ lives healthier, longer, and better, AIA Philippines conducted the competition for the fourth time. Through Lifehackers, the insurance company aims to remain an industry leader that cultivates a culture of innovation, developing solutions that address the needs of its customers’ modern lifestyles.
One of the competition’s categories was Marketing Solutions. Participants were grouped into college students aged 18 to 21, and the young professionals’ group aged 21 to 25. Their life-hacking solutions were first evaluated online before all finalists gathered to present their pitches on a physical stage, with each winning team bringing home PHP100,000 in cash.
The pitch by the Tito Juans team won amongst all the students’ group that presented. The team created AIA Bridge the Gap, a marketing strategy on AIA Philippines social media pages and platforms that features memes, comic-like stories, and short infographics on social media to engage more customers and help them understand insurance easier. Using the power of social media and entertaining but informative attributes of short-form content through AIA Bridge the Gap, Tito Juans believe AIA Philippines can reach more customers, especially young income earners.
“Life Insurance is deemed by the public as a “luxury,” resulting in ineffective branding and low profitability. With AIA Bridge the Gap, the team will post Social Media postings that are composed of different memes and trendy taglines to make sure AIA is not just for the minority but for the majority, especially for Gen Z,” the team said. The Tito Juan team members are from the Technological University of the Philippines, so named because all of them are named John: John Cedric Angeles, John Michael Bricia, John Ronald Luzong, and Johndel Patrick Torrizo.
For the young professionals’ group, the winning team was Indieco from The Independent Creatives, made up of team members Ava Arnejo, Leah Cioco, and Natalya Patolot. They created the advertising campaign Anak Ito’y Atin that focuses on conveying insurance as a parents’ gift to their child. This serves as a competitive edge, as Team Indieco observed that the marketing messages of most insurance brands focus only on the benefits of insurance to an individual.
Anak Ito’y Atin campaign instead shows insurance as an expression of love for others, which the team believes is more moving. Its key message: Life insurance ensures their children will be financially secure and taken care of even if they (and their income) are no longer around. “None of these emotional marketing campaigns focused on the idea that life insurance could be a parent’s gift to their children; an expression of parental love and a commitment to provide for the family,” the team said.
Anak Ito’y Atin campaign will be carried out by showing testimonials and commercials online and on television in hospitals and airports, for example. Because the campaign focuses on parents and their children, its materials will also be shown at family events, parent-student events, and educational forums.
“The campaign acts as a conversation with the parents to emphasize the importance of life insurance and how it can be a gift to their child as it provides financial protection in case of unpaid expenses after the parent passes away.”
AIA Philippines would like to acknowledge the knowledge partners (Argao Psych, Google, Jungo Pinoy, Mullenlowe Treyna, Ogilvy & Mather, Pino Studio, Qairos, RGC, SMMPh, and Talents is Everywhere) and sponsors (Enchanted Kingdom and Angkas) of AIA Lifehackers.
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