The Campaign

AIA Wealth Pro Advantage is a revolutionary product where the advantages of savings met the advantages of investment. It was difficult trying to explain a product with a single hero component – and we needed to sell one that has two. As this was an entirely new 2-in-1 hybrid concept, we had to make sure that we packaged it in a way that consumers could understand intuitively, and in a way that AIA’s financial services consultants – their biggest distribution channel – could articulate easily to their prospects. And since no word existed for it yet in the English Language, we invented our own vernacular. Just like ‘brunch’, ‘chillax’ and ‘bromance’ – where two things came together to become one, we created ‘Savest™’. This made it much bigger than just another campaign – this was a truly brand new notion in financial planning.

Creative Execution

We first launched with a full-page false cover ad on TODAY and 100 bus stop shelter ads to introduce Savest™ as a new financial planning concept. We then got people to rethink their perspective about their financial options by installing giant lenticular art pieces in two of Singapore's busiest intersections, to demonstrate that saving and investing could be two sides of the same coin. A series of train cabin ads also pushed people to see that there was actually no need to choose between the two – simply enjoy the best of both with AIA Wealth Pro Advantage. An online video titled ‘Young Love’, featuring two boys using their own means – either by saving or investing – to win the heart of a classmate, also ran simultaneously to bring to life the idea that sometimes, all you needed was to join the two forces to achieve your goals.

30% of AIA Wealth Pro Advantage's annual sales target was met within the first month of the campaign launch - 2x our initial goal, achieving a brand new record in sales performance. We saw a 250% return on media investment, with online interest on the AIA brand increasing by 25% above average and a surge of more than 200% in online search queries. Value of earned media was 185% on media investment, earning more than 36 pieces of coverage, with more than 80% in Tier 1 publications in Singapore. We also saw more than 1.2 million in reach on social media, and garnered more than 500,000 views in total for the digital film. Qualitatively, AIA's financial services consultants loved the idea - it was easy to explain and consumers were proactively making enquiries. By the end of the campaign, the creative idea had become synonymous with the product itself.

AIA Wealth Pro Advantage is a first-in-market product that combined both savings and investment components in one single plan. To consumers, this was a brand new concept in financial planning. We planned for a multi-channel media approach to maximise awareness – by first introducing it on print to capture attention, before demonstrating the advantages of this concept by taking over spaces in high-traffic environments – both online and offline – where we knew our target audience would exist in. These also served as enablers for AIA’s financial services consultants to start a conversation with their prospects and thus, drive sales.

Our target audience were young adults in their 20-30s, both single and married, who are at a life stage where they are seriously starting to get more involved in planning for their future financially. With these growing responsibilities in their lives, they understand that savings alone is not enough to meet their long-term needs, but think that pure investment is too risky as they have limited means to foray into this unfamiliar territory. But because of the nature of existing plans, they are often forced to choose between the two – there’s just no in between. We immediately jumped on the opportunity to create a new space by positioning AIA Wealth Pro Advantage as the only plan in the market that let consumers enjoy the best of both worlds of saving and investment at the same time – now there is no longer a need to decide between the both.