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.” 

Singapore – Arena Media Singapore has been reappointed as the media agency of record for AIA Singapore following a competitive pitch. As media agency of record, Arena Media Singapore will lead AIA’s media planning and buying across traditional and digital channels.

The appointment is effective immediately as of this writing.

Arena Media Singapore’s reappointment by AIA Singapore reaffirms the insurer’s confidence in their ability to drive innovative, digital-first media solutions. Together, they have embarked on notable campaigns like the launch of AIA Health360, a comprehensive suite of solutions that covers the full gamut of wellness.

These includes addressing their financial, physical and mental wellness needs to empower Singaporeans in proactively managing their health and wellness needs, aligning with AIA Singapore’s brand promise to help people live ‘Healthier, Longer, Better Lives.’

Deanson Lee, head of digital at Havas Media Network, expressed his enthusiasm about the continued partnership, saying, “We are honoured to further our journey with AIA Singapore and continue driving innovation and excellence together. Leveraging our wealth of insights and digital acumen, we are committed to supporting AIA in making a positive impact and advancing holistic wellness. We eagerly anticipate the future and look forward to achieving more meaningful results together.”

Meanwhile, Allison Chew, head of PR, brand and marketing at AIA Singapore, underscores the significance of this collaboration, stating, “Arena Media has consistently demonstrated unwavering dedication and keen expertise in navigating the media and digital landscape. Their adeptness in shaping strategies that foster meaningful connections with our audience has been instrumental in delivering enriching experiences to our customers and community, who are at the heart of AIA Singapore’s business.”

Singapore – Maybank Singapore has announced its appointment of advertising agency Arena Media Singapore as its media agency of record. The appointment takes effect immediately.

Following the appointment, Arena Media Singapore will be spearheading Maybank Singapore’s integrated and digital media planning and buying strategies, aiming to enhance brand presence and facilitate meaningful consumer engagement. 

Leroy Lim, general manager of Arena Media Singapore, expressed his team’s excitement on the collaboration with Maybank Singapore. 

“Our team is eager to leverage our digital expertise to support Maybank’s efforts in forging greater consumer connections, and broadening their reach in the local market,” he added.
 
Maybank Singapore’s appointment serves as another addition to Arena Media’s list of clients, as the agency also currently serves as the media agency of record in Singapore for AIA, Dolce and Gabbana, Inchcape, Kaplan, Moomoo, and Far East Organization.

Singapore – Far East Organization, Singapore‘s largest private property developer, has handed its media mandate to Arena Media Singapore following a rigorous business review process. Arena Media replaces PHD Singapore, the previous incumbent agency. 

As media agency on record for the organization, Arena Media will oversee the account’s media planning and buying for traditional media, as well as support its performance marketing strategy. These responsibilities cover Far East Organization’s diversified portfolio of businesses spanning residential, hospitality, retail, commercial, and industrial segments as well as the Agape Business Group, comprising Store-Y, a self-storage facility, Agape Laundry, and social enterprise Agape Services. 

Leroy Lim, general manager of Arena Media Singapore, attributed the win to the agency’s expertise in “creating meaningful experiences using creativity, media and technology.” 

“We are honoured to be working with Far East Organization and look forward to driving greater growth and enrichment together through our data-driven digital-first strategies,” said Lim. 

Arena Media is part of the Havas Media Group. In June, Lim was appointed to the GM position.