Tag: Socialyse

Singapore – AIA Singapore has appointed Socialyse as its social media agency of record. Through the mandate, Socialyse will be responsible for content production, social media strategy, and administration focused on boosting consumer engagement for AIA Singapore. The appointment will take effect in April 2024. 

The appointment follows the premiere of the five-minute thematic film “Confessions Of A Liar.” This film is a part of the launch of AIA Ultimate Critical Cover, the newest critical illness plan from AIA Singapore (AIA UCC). The film explores the intricacies of familial ties over a range of life stages, including a serious illness. This is presented through the protagonist’s lighthearted exchanges with his mother, who is middle-aged. 

Kenny Yap, managing director of Socialyse, Havas Play and Havas Red, expressed, “We are thrilled to provide AIA Singapore with our integrated services together via Socialyse, Havas Play and Arena Media. We know the power of integration and continue to see this unique offering help clients achieve their brand, communication and commercial objectives. With our shared commitment to delivering meaningful impact, we look forward to supporting AIA Singapore to deepen their engagement with customers and the community through more purposeful storytelling.” 

Meanwhile, Allison Chew, head of PR, brand, and marketing at AIA Singapore, said, “We look forward to working alongside Socialyse, tapping into their robust social media offering and seamless integrated services to further engage our customers and the community with more compelling content that resonates with their evolving needs. Together with Arena Media, we are confident in the network’s ability to drive synergies and effectiveness.”

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.”