Marketing Featured Southeast Asia

AIA Malaysia’s Merdeka campaign focuses on preserving traditions through art

Kuala Lumpur, Malaysia – Insurance company AIA in Malaysia has released its Merdeka-themed campaign focusing on the importance of arts and culture as a way to preserve the diverse traditions and beliefs of Malaysia.

The digital campaign, conceptualised by Mediabrands Content Studio (MBCS), called ‘Perwira Legasi’ (translating to Legacy Heroes) was launched to celebrate a collective of passionate Malaysians who have made it their life’s mission to preserve diverse cultural legacies like traditional art, craft and performance.

In addition, their insightful stories highlight the importance of keeping Malaysian cultural legacies alive, and align with AIA’s three pillars of its ‘Total Wealth Solution’: Plan Well, Live Well and Protect Well.

Over the course of the weeks leading up to Merdeka and Malaysia Day, AIA Malaysia’s social feeds feature original reels, artistic backgrounds and information from three (3) selected local artisans and performers – Wesley Anak Juntan, a former flight attendant who makes Borneo dolls in traditional outfits; mother-daughter duo behind Lizza’s Creations, Lizza (Rosliza binti Muhammad) and Sarah (Siti Sarah binti Isharuddin), with a 28-year history of making hand-crafted Malaysian artisanal batik; and a Malay-Chinese pair, Syafizal-Syazlee Salehud-Din and Ker Yee Ting who are continuing the fading art of traditional Zapin dance. 

Amir Faiz, group creative director of MBCS said, “In planning for this campaign, we realised that a lot of people have passion projects that they work on in their spare time as side hustles. It may not necessarily be something they can make a living from, but these passions are relevant and help maintain our heritage and culture. That’s why we celebrate them as ‘Perwira Legasi’. The campaign explores different themes like freedom, independence, and unity, shown through the lens of Malaysians who nurture these arts and crafts in their daily lives.”

Amir added, “The hardest part of this campaign was sifting through the heroes. These are genuine people, each with a truly unique story to share, who have real passion for what they do and create. Cultural diversity is in our very DNA as Malaysians. We hope this campaign shines a light for all Malaysians to embrace this facet before we run the risk of losing these arts as time goes by.” 

Marketing Featured Southeast Asia

Touch ‘n Go, AIA Malaysia launches new travel insurance offering ‘SafeTrip’

Malaysia – Touch ‘n Go Group, via TNG Digital, owner and operator of Touch ‘n Go eWallet, together with AIA Malaysia, an insurance firm, has launched SafeTrip, a travel insurance plan for both domestic and international travel and covers travel inconveniences, medical expenses, personal accidents, and comes with extra COVID-19 protection. 

SafeTrip also gives international travelers an option to top-up their coverage for medical expenses related to Covid-19 to up to US$57,200 (RM250,000) in total, enabling them to satisfy the travel requirements of their destination country.

The company said SafeTrip costs just US$0.68 (RM3) per day for domestic trips and US$2.29 (RM10) per day for short trips in most Asian countries. Besides enjoying a rebate of up to 25% on their premiums for domestic plans and selected international destinations, Touch ‘n Go eWallet users will also receive an additional premium discount of 5% if they travel in a group of five and more.

Effendy Shahul Hamid, group chief executive officer (CEO) of Touch ‘n Go Group, said in celebration of the Hari Raya festival, the introduction of this second insurance product is timely as they expect to see more Malaysians making plans to make up for the lost time to reunite with their loved ones domestically and internationally. 

“SafeTrip is affordable and convenient to sign up for and it offers Touch ‘n Go, eWallet users, a rebate of up to 25% on domestic and international plans. Using technology and innovation effectively, we are excited to expand our services with AIA and offer this travel insurance to all our users,” Hamid said.

“We advise all users to ensure that they meet all travel requirements of their destination country to have a worry-free trip, as many countries mandate a certain amount of insurance coverage, especially on Covid-19 protection,” Hamid added.

Touch ‘n Go has been expanding its value-added services and has now included travel insurance as well, where users can buy this product directly from their Touch ‘n Go eWallet.

Users can select their travel destination, travel date, and the number of travelers to get a quotation instantly. Once payment is completed via the eWallet, users will be covered the moment their trip starts. 

Users can also submit a claim easier and faster as the entire process from claims submission to instant claims payout is performed online.

Ben Ng, CEO of AIA Bhd, commented, “Following the success of our first product collaboration, WalletSafe, the company is bringing yet another innovative and personalised solution to benefit Touch ‘n Go eWallet’s over 16 million users. SafeTrip could not have come at a more appropriate time as many are looking to resume travel plans with the reopening of borders.”

“We believe this product is set to provide our partner’s users with the much-needed peace of mind when they go on their trips, in line with AIA’s purpose of helping people live healthier, longer and better,” Ng adds. 

Since July 2021, TNG Digital and AIA had a long-term strategic partnership, paving the way for AIA to provide digital insurance solutions to users of Touch ‘n Go eWallet. 

Marketing Featured Southeast Asia

AIA Malaysia’s CNY film reverberates the true meaning of ‘Wealthy Life’

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.”

Marketing Featured Southeast Asia

dentsu Malaysia bags AIA’s creative business

Kuala Lumpur, Malaysia – Dentsu Malaysia has won Malaysian insurance company AIA’s creative retainer services, with immediate effect.

In addition to the existing creative duties of dentsu for AIA PUBLIC Takaful, the network will now become the sole creative agency of record to further support AIA’s purpose of delivering communications that would empower Malaysians to make healthy living choices in the new normal.

AIA is one of the largest independent pan-Asian life insurance and finance corporations, with a presence in 18 markets across the Asia-Pacific region.

Chief Marketing Officer of AIA, Heng Zee Wang said that after an impressive stint with its Takaful business, the company has decided to place its trust in dentsu to extend its capabilities in managing the entire AIA brand in Malaysia, creating integrated solutions that will help build a stronger brand narrative and deeper connection with customers across multiple touchpoints. It is expected that dentsu will create an integrated model that aims to leverage ‘connected creativity’ and help evolve AIA’s brands to be fit in this virtual economy.

Meanwhile, CEO of dentsu Malaysia One Michelle Ong commented that they are deeply honored to acquire the business.

“Our collaboration internally even during work-from-home has been charged with inspiring positivity. The brief was to have AIA at the forefront of consideration for both health and wellness needs. However, one requirement was to not just deliver a ‘campaign’, but a sustainable communication solution that can be carried forward naturally and touches all the relevant consumer and agent points,” Ong said.

Milan Agnihotri, chief strategy officer of dentsu, shared that the anchor of AIA’s proposal was in the seamless integration of ‘Big Organizing Idea (BOI)’ with ‘Return on Investment (ROI)’ for the brand.

“We leveraged our proven methodology of ‘Masterbranding + Behaviour Mapping’ to make sure we steer the brand through the funnel and the brand ecosystem – externally and internally, on a single-minded platform,” Agnihotri added.