The Campaign

The proposition was simple – get people to ‘savest’. To do so, we engaged more intimately with our audience to inspire action. We did not attempt to compete with big-budgeted rivals throwing money into extensive media buy and celebrity endorsements. We would use a small lever to move this very big boulder. We brought attention to underlining tensions caused by having to choose between savings and investments – based on findings of our nationwide study. We showed people that, instead of being opposing choices, savings and investments go hand in hand in growing wealth. You can have your cake and eat it too - AIA WPA is the only product to do this. Importantly, agents got a powerful tool that helped them sell to customers to achieve our ambitious target of 15% of the year’s sales target within the first month following launch. We not only exceeded this target, wedoubledit.

Execution

We focused on how AIA WPA provided the best of both worlds so they wouldn’t have to compromise either. We developed a colloquial analogy to explain this – that it was akin to mixing coffee and tea for the perfect yuan yang drink. We brought this to life with yuan yang sachets to journalists to help them understand AIA WPA, resulting in on-message media coverage about AIA WPA and Savest™. We guided the public through key issues with infographics, interviews and articles across earned, owned and paid media. Content highlighted tensions in their lives and how AIA WPA could address them. Concerns discussed included how polarising approaches of males and females to saving and investing was affecting couples, and how newbies could begin investing in these turbulent times. These assets provided inroads for agents to initiate conversations with customers about how AIA WPA could help them take control oftheir finances.

The results were spectacular and exceeded all expectations. We completely busted the sales target - hitting 30% of the year’s sales target within the first month instead of the 15% target set by management. • Earned influence: Positive, on-message media coverage across top tier media such as Straits Times, Lianhe Zaobao, Today, Channel News Asia etc. • Enquiries: Our efforts triggered interest and action, with online search queries experiencing a surge of more than 200%, exceeding our target twice over Agents had only good things to say about the campaign which had helped them make more sales with customers asking them more about this Savest™ product. With the outstanding results achieved within a mere four months, management has since decided to allocate more resources for a second phase of this successful campaign.

The Situation

We got people talking, thinking and debating about how to balance savings and investments to grow their wealth. People realised they had a need only our product could satisfy. Within a mere month, product sales doubled that of our already ambitious targets. We brought attention to underlining tensions caused by having to choose between savings and investments – based on findings of our nationwide study. Communications across earned, owned and paid media made sure this got attention. With a small budget, we created massive impact in a competitive marketplace by addressing issues that matter to people. We won credibility andbusiness.

The Strategy

The centerpiece of our campaign was an insightful piece of research ‘AIA – Your Wealth Matters: Uncovering Singaporeans’ financial challenges and priorities’. Conducted a month before launch, the study was timely so we could speak to immediate concerns of our audience by highlighting tension points they were not conscious about. The compelling insight we derived from rigorous analysis of the raw data was that what people needed most today was to feel and be in control of their financial situation and their future. This insight also provided the foundations for other marketing efforts from videos, to outdoor advertisements and lenticular placements. We amplified these efforts by getting more media coverage, creating buzz about the campaign and product. Our approach spoke directly to our primary audience of young adults in their 20s new to the workforce, clueless about managing finances, and young parents planning for their future and their children’s.