Product / ServiceACTIVE CARE
CategoryC03. Insurance
Idea Creation TBWA\HAKUHODO Tokyo, JAPAN
Production AOI PRO. INC. Osaki, Tokyo, JAPAN


Name Company Position
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Takahiro Hosoda TBWA\HAKUHODO Senior Creative Director
Hiroshi Yamazaki TBWA\HAKUHODO Copywriter
Keisuke Shimizu TBWA\HAKUHODO Senior Art Director
Yosuke Sugioka TBWA\HAKUHODO Art Director
Kei Tominaga TBWA\HAKUHODO Activation Planner
Tetsuya Umeda TBWA\HAKUHODO Interactive Planner
Kei Kaneko TBWA\HAKUHODO Account Director
Isao Ishii TBWA\HAKUHODO Account Supervisor
Mami Konisho TBWA\HAKUHODO Account Supervisor
Masa Okazaki TBWA\HAKUHODO Planning Director
Keita Kawakatsu Planning Director Planning Director
Yoku Ishida TBWA\HAKUHODO Strategic Planner
Hisashi Eto Club A Film Director
Shunsuke Nakamura AOI Pro. Producer
Takuma Iso AOI Pro. Producer
Riki Sakai AOI Pro. Producer
Makoto Tominaga AOI Pro. Production Manager
Seigo Yanagita Freelance Production Manager

The Campaign

To dramatize AIG’s vision of ‘Active Care,’ preventing and mitigating potential risks rather than dealing with the consequences after the fact, we tapped into their sponsored team, All Blacks. A perfect team in illustrating the story of how AIG intervenes and tackles the risks in a very serious and charming way, which reflects the personality and attitude of all the people at AIG.

Creative Execution

Grab the attention of the audience uninterested in insurance with the launch of the All Blacks movie. The movie was first featured in owned media of All Blacks, New Zealand Rugby Union and of course, AIG. After gaining 10Million organic views, boosted the views by incorporating ads and PR. We approached targets such as potential insurance buyers and sports fans using the Facebook targeting functions.

Marked 10,000,000 views within three days after its March 31 release. Over 31,000,000 views and 240,000 shares/retweet within the first week, as of April 7, 2017. The movie has been showcased in All Blacks official account, and we can safely say that we’ve achieved the mission to raise awareness of the name AIG not only in Japan, but also universally.

AIG has been sponsoring ALL BLACKS since 2012. The team’s ability to detect possible dangers on the field and performance to remove the risks overlaps with AIG SONPO’s brand concept of ACTIVE CARE, risk-prevention. The contents feature the mighty ALL BLACKS players as the heroes who protect people from accidents and injuries, just as AIG does as an insurance company.

Target is people who were presumed to have low interest in insurance, who were profiled utilizing the Facebook targeting function. To promote view completion, the movie was designed to be seen as a sports brand message or an entertainment contents. Brand name AIG SONPO is only exposed at the very end of the movie.


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