AIA Corporate Branding
Challenge: AIA has high awareness but low preference and conversion in most Asian markets. Despite a high media spending, the brand failed to differentiate itself from competitors.
Solution: After extensive ethnographic & lifestyle research including 54 focus group across 11 cities in Asia to understand macro trends and individual’s view on life in general, key pillars of change were identified. A more tangible, engaged brand with products and services closer aligned to actual needs was developed. The Real Life Company.
Results: Overwhelming support and enthusiasm for the new brand positioning has been demonstrated in all markets, amongst agents and internally by staff.
AIA Vitality Branding
Challenge: Alchemy was commissioned to help position and plan a re-launch campaign for “Vitality”. This is a new JV initiative that engages clients and varies their policies through active, healthy lifestyle habits. Records of exercise and healthy eating habits are rewarded with discounts in policy and discounts at participating vendors, engaging the customer in a two-way lifestyle partnership.
Solution: Development of a overall regional positioning proposition for the initiative with subsequent creative expression, all embodied into a comprehensive brand book for Vitality. Vitality will be rolled out into all of AIA’s markets in the Asia region through these guidelines.
Results: So far the brand book has met with great response from the various country teams in preparation for full launch in their respective markets.
“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 Groves, VP Marketing, AIA.