Kuala Lumpur, Malaysia — The Malaysian arm of insurance company AIA has launched a festive Chinese New Year (CNY) short film that centres on adventure and family and echoes AIA’s slogan of ‘Healthier, Longer, Better Lives’. The campaign was done in collaboration with Reprise Digital, a full-service integrated communications agency, and IPG Mediabrands network.
The film titled ‘Journey to the WoW’ sees a father narrating a bedtime story to his son on the eve of CNY. The tale centres around 3 travellers, each character representing a specific value that is integral to the World of Wealth – Ah Fook represents Plan Well; Ah Lok represents Protect Well, and Ah Sau signifies Live Well. The activity becomes a way for the father and son to bond and share valuable life lessons.
Amir Faiz, group creative director of Reprise, said that the film was inspired through the imagination of what living a ‘Healthier, Longer and Better Life’ means. He added that health in its simplest form is an abundance of anything we find valuable.
“Yes, this could mean money, but we wanted to show that more than anything else, wealth is a way of life. The modern way of life is sometimes misinterpreted as being hedonistic. By showing these ideas of wealth through classic folklore, it links to values most people hold dear to them that allow them to live their best life. We hope these insights from the World of Wealth bring about a ‘wow’ CNY for all Malaysians in the lunar new year ahead,” Faiz said.
World of Wealth, abbreviated WoW, is AIA Malaysia’s latest take on its ongoing communications to inspire and encourage people to live not just healthier and longer but to have a better life as well. The campaign also forms part of the insurer’s new Total Wealth Solution proposition which supports people to plan well, live well and protect well.
Heng Zee Wang, chief marketing officer of AIA Malaysia, commented, “One important message we wanted to bring forth to Malaysians this CNY is that being healthy physically, mentally and financially are all key to attaining true wealth. As the moral of the story goes, when you plan, live and protect well, you will be able to get the most out of life for yourself and your loved ones. The Reprise team have again been able to conceptualise these values of living a ‘Healthier, Longer, Better Life’, in an engaging and culturally relevant way, through the World of Wealth. Wealth at the end of the day is a journey, and we want you to live your WoW life with AIA by your side.”
