AIA: Sleep Programme 2019

Andy Wilson

Life insurance group AIA strengthened its brand credentials in Singapore, Malaysia and Thailand with a digital and social media campaign based on sleep deficiency and its impact on health.

Campaign details

Brand: AIABrand owner: AIAAgency: BBDO SingaporeMarket: Singapore,Thailand,MalaysiaIndustries: InsuranceMedia channels: Online video, Public relations, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

This is a case of how AIA, the largest independent publicly listed pan-Asian life insurance group, strengthened its brand credentials by taking a stance on an urgent health issue that no other brand had addressed: the issue of sleep deficiency and its impact on our health, well-being and relationships.

Leading with a call to action #OneMoreHour, to...

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