AIA Bhd: AIA Vitality - Wellness Festival

AIA Vitality, a health program that rewards healthy choices, created a three-week contest featuring brand ambassador David Beckham, encouraging people to take up health challenges and attend its wellness event.

Agency: Trad3mark, Malaysia

Summary Statement

In 2016, AIA launched AIA VITALITY, a health program that rewards healthy choices, (not an insurance policy). This is part of AlA's commitment to help Malaysians live longer, healthier and better lives

The program entails a simple yet structured action-reward roadmap where AIA members get to live healthier through their daily routine/lifestyle via a 3-step cycle: know your health, improve your health and enjoy the rewards.

By living healthier and better, AIA anticipates fewer claims so everybody wins.

The challenge

Despite the A&P efforts and awareness drive amongst AIA Life Planners (agents), reason-to-believe remains...

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