Helping AIA’s customers to live longer, healthier lives


AIA Vitality

What we did:

Brand positioning

Creative concepts

Launch creative campaign

Regional in-market tool-kit

Vitality is a behavioural-based health & fitness programme that encourages members to build healthy habits, improve their diets, get more exercise and better sleep. The Vitality program is offered to AIA’s customers in Asia, subsidising healthy diets, gyms and other positive behaviours, enabling customers to track their physical vs chronological age in order to measure their improvement and get actionable, positive feedback.

Initially, Vitality was launched in Singapore where it was not successful. Customers perceived it as a sales promotion, rather than a credible, health & fitness program. Customers also resisted the feeling the they were being told how to live their lives. Instead, we presented the program as empower customers by encouraging them to ‘Take control of your life’ with Vitality enabling members to proactively manage and improve their health themselves in all aspects of their lives.

“The highly intuitive team at Alchemy helped us to capture the true spirit and essence of what our organisation stands for and the role we play in people’s lives.”

– Mark Tucker, Group CEO, AIA Group

“The Alchemy team possess an intuitive knack of getting to the very essence of a brand and how it connects emotionally with consumers and employees – their work in creating The Real Life Company positioning for me at AIA stands as a testament to this.” 

– Paul Grove, Group CMO, AIA Group

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