SINGAPORE — AIA Singapore, in collaboration with Havas Village Singapore and integrated specialists from Socialyse, Havas Play, and media agency of record (AOR) Arena Media Singapore, launched its thematic film as part of unveiling their newest critical illness plan, AIA Ultimate Critical Cover (AIA UCC). The social and digital campaign will run till April, in conjunction with its tactical marketing initiatives to create more awareness of the importance of having adequate critical illness (CI) coverage.
Pioneering the market with its unlimited reset and claims benefit, the AIA UCC plan offers the highest in the market with extensive coverage of 150 medical conditions and 73 critical illnesses across early, intermediate, and major stages. The medical conditions do not need to be in remission. In addition to many key benefits and providing early protection against CI, the affordable AIA UCC also provides the market’s first unlimited reset benefit, which allows for unlimited claims until the end of the policy term, with a maximum claims limit of 500 percent sum assured applied to early and intermediate CI stages, and a one-year waiting period applies.
The campaign aims to drive even more awareness towards the need to be sufficiently protected against CI and the accessible CI coverage available for Singaporeans, following a recent study commissioned by AIA Singapore. Findings revealed that consumers significantly underestimate the necessary amount of CI coverage that they require, and there is a critical knowledge gap among those without CI plans, smokers, and the younger demographics.
At the core of this campaign is a captivating five-minute film, Confessions Of A Liar — that delves into the intricacies of familial bonds, conveyed through the playful dynamic between the middle-aged protagonist and his mother through the different seasons in his life, including a phase of critical illness.
The narrative unfolds with the protagonist, characterized by his tongue-in-cheek humor, delivering a heartfelt birthday speech amidst loved ones. His candid reflections reveal a lifetime woven with playful exchanges with his mother, where he humorously attempts to trick her, only to find her consistently ahead. This enduring bond continues even in the challenging times of illness, serving as a resilient force that keeps their spirits buoyant despite the adversities of cancer.
“At Havas, we are all about being meaningful. That is, to deliver work that makes a positive difference to brands and businesses we work with, from our client partnerships to consumer engagements. We are humbled by the integrated opportunity to collaborate with AIA Singapore to launch this heartfelt thematic film with a touch of humor, elevating the awareness and importance of critical illness coverage,” said Kenny Yap, Managing Director of Socialyse, Havas Play, and Havas Red. In addition to the content produced, the campaign was bolstered by a multi-channel approach, including TVC, out-of-home executions, video, programmatic, and social ads, overseen by Arena Media Singapore, who was successfully reappointed as the media AOR after a competitive pitch process.
Customers can integrate their AIA UCC plan with AIA Vitality, a comprehensive wellness program that supports its members to live actively and stay healthy. With the integration, they will enjoy a 10% discount on their AIA UCC’s first-year premium to inspire them to get active and continue to enjoy premium discounts at policy anniversary year after year as they level up on their AIA Vitality status.
With AIA UCC, customers also have the option to enhance their CI coverage with the UCC Enhancer Rider, which protects against five relapse CIs and five catastrophic CIs, offering increased peace of mind and financial security.
