Singapore – AIA Singapore has partnered with Havas Village Singapore’s integrated specialists from Socialyse, Havas Play, and Arena Media Singapore to launch its latest campaign, raising awareness about the importance of having adequate critical illness (CI) coverage.
AIA Singapore’s campaign features a heartfelt 5-minute film titled ‘Confessions of a Liar’ that spotlights the intricacies of familial bonds, conveyed through the playful dynamic between the middle-aged protagonist and his mother through the different seasons in his life, including a phase of critical illness.
The protagonist opens the film with a humorous speech in front of his loved ones as he reflects on the playful exchanges he had with his mother through the years. His humour would remain as he recounts their enduring bond that stayed even in the challenging times of illness, serving as a resilient force that keeps them together despite the adversities of cancer.
The campaign film aims to drive awareness about the need to be adequately protected against critical illnesses and for Singaporeans to have accessible CI coverage like AIA’s UCC plan, which covers up to 150 medical conditions and 73 critical illnesses across any stage.
The campaign comes after Havas’ Arena Media Singapore was reappointed by AIA Singapore as its media agency of record (AOR). Arena Media Singapore currently oversees the campaign, which was rolled out using a multi-channel approach, including TVC, out-of-home executions, video, programmatic, and social ads.
Kenny Yap, managing director of Socialyse, Havas Play, and Havas Red, said, “At Havas, we are all about being meaningful. That is, to deliver work that makes a positive difference to the brands and businesses we work with, from our client partnerships to consumer engagements. We are humbled by the integrated opportunity to collaborate with AIA Singapore to launch this heartfelt thematic film with a touch of humour, elevating awareness and importance of critical illness coverage.”
