TBWA\Hong Kong launches new AIA Hong Kong campaign to highlight protection gap issue

AIA Hong Kong has launched a new TVC and print advertising campaign aimed at provoking and raising public awareness on protection gap issues in medical coverage in Hong Kong.

The campaign, created by TBWA\Hong Kong, was filmed in Capetown South Africa using a safari theme as an analogy to highlight the dangers of complacency when selecting critical Illness coverage. The two spots emphasize that although consumers feel protected, life is unpredictable and anything can happen but with the right protection, potentially big problems become much smaller.

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The campaign underscores how critical illness coverage is not usually sufficient in covering medical costs and the benefits of AIA’s ‘Prime Care Pro’ critical illness protection plan.

Thomas Lee, Chief Marketing Officer of AIA Hong Kong said, “Under-insurance is an issue in Hong Kong as most consumers don’t realize there is a gap between the protection they have and the protection they actually need. With the cost of medical on the rise, AIA Hong Kong wants to bridge this gap and raise awareness for adequate insurance and medical protection.”

Joanne Lao, Managing Director at TBWA\Hong Kong said, “We wanted to develop a campaign that sets AIA apart as well as being reflective of a market leader. This campaign is distinct and unexpected whilst emphasizing serious issues in a light-hearted way.”

Credits – Managing Director: Joanne Lao. Executive Creative Director: James Procter. Group Creative Director: Esther Wong. Head of Planning: Terence Ling. Creative Team: Ken Hui, Mike Wu, Annie Loo, Louis Fung, Joe Chow. Photographer: Joan Garrigosa. TV Director: Nieto. Agency Producers: Norah Sham, Pat Mak. Group Account Director: Pauline Wong. Account Director:  Kathy Wong. Senior Account Managers: Winnie Yuen, Latona Lai.