HONG KONG, July 12, 2013- AIA Group teamed up with TBWA Hong Kong to launch ‘Real Life Never Stops’, a new heartfelt tagline of the fifth largest insurance company in the world.
AIA continues 90 years of genuine relationships with its customers in the Asia-Pacific Region. The brand speaks for the life of the people to stay strong, persistent and staying optimistic when facing challenges. Paul Groves, Executive Vice President and Group Chief Marketing Officer, AIA Group said that the new brand position is to show their deep understanding of their customers.
The campaign includes TV, print, OOH, digital and social media activations. The commercial mirrors the lives of people in Asia, with clips of families and relationships as well as the pain and joy that the young and old face pain in life. The print campaigns feature weddings and a kid doing homework as examples of celebrations and simple actions to show that life goes on, depicting AIA group’s customer-centric values. The campaign launched first in Hong Kong and Malaysia and eventually be released across the Asia-Pacific Region.
“The campaign celebrates this human spirit of optimism; that no matter what happens in life, AIA believes in never giving up on what’s important to you,” says Joanne Lao, Managing Director TBWA\Hong Kong. “It’s been incredibly refreshing to create a campaign that is so emotionally powerful and honest,” she added.
CREDITS
Campaign Name: AIA “Real Life Never Stops” Regional Brand Campaign
Creative Agency: TBWA\ Hong Kong
Client: Paul Groves (Executive Vice President and Group Chief Marketing Officer), Michael Ip (Group Head of Brand and Marketing), Michael Woo (Senior Manager – Group Brand and Marketing)
Managing Director: Joanne Lao
Co President and Head of Creative (TBWA\ Greater China): Edmund Choe
Creative Director: Rupert Taylor
Art Directors: Rupert Taylor, Ken Hui, Chika Tsang, Bowie Ho
Writer: Rupert Taylor
Chinese Writers: Esther Wong, Mike Wu
