| Title | OPEN AIYA |
| Brand | AIA INSURANCE VIETNAM |
| Product / Service | INSURANCE |
| Category | A01. Activation by Location |
| Entrant | HAPPINESS SAIGON. AN FCB ALLIANCE Ho Chi Minh City, VIETNAM |
| Idea Creation | HAPPINESS SAIGON. AN FCB ALLIANCE Ho Chi Minh City, VIETNAM |
| Production | BLISS INTERACTIVE Ho Chi Minh City, VIETNAM |
| Production 2 | MOBYTE LAB Ho Chi Minh, VIETNAM |
| Additional Company | AIA INSURANCE VIETNAM Ho Chi Minh, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Alan Cerutti | Happiness/FCB | CEO |
| Karen Corrigan | Happiness/FCB Saigon | Executive Creative Management |
| Geoffrey Hantson | Happiness Anywhere | Chief Creative Officer |
| Paul Busschau | Happiness/FCB Saigon | Creative Director |
| Gary Koe | Happiness/FCB Saigon | Head Of Connectivity & Digital Operations |
| Hanh Thran | Happiness/FCB Saigon | Account Director |
| Thinh Nguyen | Happiness/FCB Saigon | Concept Provider |
| Minh Le | Happiness/FCB Saigon | Art Director |
| Tuan Phan | Happiness/FCB Saigon | User Experience Designer |
| Thomas Colliers | Bliss Interactive | Head Of Technology/Lead Developer |
| Na Nguyen | Bliss Interactive | Lead Project Manager |
| Thanh Tho | Bliss Interactive | Project Manager |
| Binh Nguyen | Mobyte lab | Developer |
| Phat Nguyen | Bliss Interactive | Business Analyst |
| Nguyen Ngoc-Ha | AIA Vietnam | Head of Channel Marketing |
| Szue-Mae Yoon | AIA Vietnam | Chief Marketing Officer |
| Remke Faber | Happiness / FCB | Motion Designer |
To save lives and make sure we increase the chance of help arriving on time in case of an accident or another emergency we created the app ‘Open AIYA’. (cultural notice: AIYA is the Vietnamese word for Ouch! Darn! Help! All in one) The app works as a voice activated panic system. So for the first time ever a person can now call for help even if they can no longer reach for their phone. So whenever you find yourself in danger, you simply shout: “Hey Siri, Open AIYA.” The app will then automatically jump to the rescue. It will send an SMS and warn your family, friends and emergency services. And it will also automatically transmit your exact GPS location to all of them. No buttons to push. No apps to open. Just your voice and a shout for help.
AIA Insurance Vietnam first organised a soft-launch of the app “Open AIYA” . In Q3-Q4 2017 the campaign will be amplified by a social media campaign mostly targeting those aged between 15 and 29 years old since traffic accidents are the highest cause of death in that age group. It will also be offered as part of their short term insurance packages. Technology: Recently Apple has improved Siri on iPhone 6s and later models. The improvement allows the users to activate any app, via Siri, by voice whenever they want. Vietnam has at about 40 million smartphone users, of which 10 million use IOS.
AIA Insurance Vietnam brought the ‘Open Aiya’ app to market with an ambitious KPI of 400.000 downloads by end of 2017 (which is 10% of their client base). It’s way too soon to know if we will meet the KPI’s but 24h after it’s launch it’s been downloaded over 1000 times and already used 27 times. Helping the government’s ambition to reduce the number of fatalities by 20% in the next 2 years. ‘Open Aiya’ is now also being developed for the Android Voice assistants.
AIA Insurance Vietnam first launched the app “Open AIYA” in April via an emailing to their customer base. In May it will be amplified by a social media campaign mostly targeting those aged between 15 and 29 years old since traffic accidents are the highest cause of death in that age group. It will also be offered as part of their short term insurance packages.