Hungry Digital
A Social-First Creative Agency
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AIA Vitality Launch

What's your return on health?  

We began the campaign by asking this simple question: Besides the physical benefits, what are the mental rewards for us to pursue a healthy lifestyle?

We produced this integrated marketing campaign for the launch of AIA Vitality, a unique insurance scheme that rewards its policyholders who continue exercising regularly and maintaining a balanced diet.

We designed a poster campaign featuring two of our campaign's spokespersons in front of the cross-harbour tunnel, MTR, and buildings in Causeway Bay.

In addition to outdoor posters, we made a website for AIA Vitality, which served as a digital hub for policyholders. As a part of the campaign’s activation, we made a giveaway event on Instagram by asking participants to share their photos of a healthy lifestyle to the hashtags #AIAVitality, separated by category such as #AIAVitalityExercise, #AIAVitalityFood, and #AIAVitalityTravel. The shared photos were featured on the website and the winners of the competition received rewards related to the category they participated in.

Online Video | IG Story | OOH | Display Ads | Social Content | Digital Media Strategy

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What's your return on health?  

We began the campaign by posing a straightforward question: Apart from the physical advantages, what are the mental benefits of leading a healthy lifestyle?

We developed an integrated marketing campaign for the introduction of AIA Vitality, an exclusive insurance program that incentivizes policyholders to consistently exercise and uphold a balanced diet.

60-Second TV Commercial

The television commercial featured a series of diverse lifestyle scenes highlighting a range of mental benefits, including persistence, confidence, recognition, determination, and strength, as rewards for prioritizing one's health.

Through this portrayal, the commercial aimed to remind viewers of the multitude of positive outcomes associated with leading a healthy lifestyle.

 

Vitality Content Hub

We created a comprehensive campaign website for AIA Vitality to provide policyholders with a centralized digital platform. This platform was a central hub for policyholders to access important information and resources related to their insurance policies.

It also served as a valuable tool for AIA underwriting specialists, allowing them to communicate and demonstrate vitality-related products to their customers effectively. The website was crucial in improving the overall customer experience and promoting the understanding and use of AIA's vitality-focused offerings.

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Instagram Activation

As part of our marketing initiative, we organized an exciting Instagram giveaway event to engage our audience.

Participants were invited to share photos that showcased their commitment to a healthy lifestyle, using hashtags such as #AIAVitalityExercise, #AIAVitalityFood, and #AIAVitalityTravel. The campaign website featured these photos, creating a vibrant gallery of inspiring, healthy living stories.

To add an element of personalization, the winners were rewarded with prizes reflecting the specific categories they had actively participated in, such as fitness-related items for #AIAVitalityExercise and culinary experiences for #AIAVitalityFood.

 
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Thematic outdoor billboard

We also utilized out-of-home media to showcase this message, featuring two of our campaign spokespersons in front of the cross-harbour tunnel, MTR, and buildings in Causeway Bay.

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Citic Tower Billboard

To ensure maximum exposure and impact for our campaign, we have created a massive outdoor billboard at the Citic Tower. Positioned strategically, this billboard will be visible to people across the harbour, showcasing our powerful campaign message in a spectacular manner.