AIA voted as Asia's best insurer for going strong with brand promise

June 28, 2019 | 14:37
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AIA shook things up this year by stealing Asia's top insurance brand label at the annual Asia’s Top 1000 Brands produced by Campaign Asia-Pacific and Nielsen.
aia voted as asias best insurer for going strong with brand promise
AIA was voted Asia’s No. 1 insurer for its market-leading in efforts to motivate and support people to live Healthier, Longer, Better Lives

The Pan-Pacific Insurer made a bold move in bringing none other than David Beckham to launch its new brand promise, and kick-started a year-long centennial campaign across all 18 markets in the region and other wellness programmes to motivate people in the region to live Healthier, Longer, Better Lives.

Healthy living: Asian consumer megatrend

Healthy lifestyle habits are becoming the norm of life as concerns over obesity, food sensitivity, and disease continue to rise. According to the latest Healthy Living Index (2018) conducted by AIA, the overall health satisfaction of Asians dropped by 3 per cent despite the fact that more people claimed to exercise and for longer durations than in 2016. The results show that health awareness among Asians has increased tremendously and they are setting higher standards for their healthy living habits.

Besides exercise, more Asians pay attention to healthy diets as a large proportion of their budget is devoted to buying healthy food. These are positive signals, showing that health is becoming a top concern for people in Asia. They are aware that excellent health conditions help them to live healthier, longer, better lives and from there, they could take care of their loved ones better.

Moving towards Healthier, Longer, Better Lives

aia voted as asias best insurer for going strong with brand promise
Football legend David Beckham visited AIA Vietnam for the first time as AIA Global Ambassador

Opting for healthy living is the main reason why Asians voted for AIA as the No.1 insurer in Asia’s Top 1000 Brands survey. This is an in-depth study produced by Campaign Asia-Pacificin partnership with Nielsen. The survey measures consumer opinions in the Asia-Pacific, assessing brand preference in 15 product/service categories. It is a fascinating temperature gauge, showing which brands are succeeding with their marketing and brand-building efforts, and which aren't managing to land their names at the top of customers' mind.

Not just a prize, Asia’s Top 1000 Brands shows that people, customers, and partners trust in AIA for all the efforts that this insurer group has been exerting to accompany them on the journey towards healthier living in the past 100 years across 18 different markets in the Asia-Pacific.

100 years in the Asia-Pacific and almost two decades of operating in Vietnam, AIA continuously innovates and invests in practical programmes, helping the people to take charge of their health and make it their daily habits. With the new brand promise “Healthier, Longer, Better Lives”, AIA commits to become a life-long partner, helping customers move towards healthy living.

Since May 2017, AIA has become the Global Principal Partner of Tottenham Hotspurs for a series of training sessions for talented young footballers. In Vietnam, AIA Vietnam has been running a series of “AIA Little Kicks” events in major cities to encourage children to make it a habit to exercise daily, helping them to develop both physically and mentally. The events attracted hundreds of children. Besides, AIA Vietnam has various healthy living initiatives over the years. Especially, the 100-hour expedition in Son-Doong cave was the highlight of 2019 in celebration of AIA’s 100th anniversary.

“To become the No.1 insurer in Asia and the largest life insurance company by market capitalisation are truly priceless 100th birthday gifts to us. It is the living proofs of our efforts in helping our customers, partners, and people across 18 different markets where AIA operate,” Wayne Besant, CEO of AIA Vietnam, shared.

By Hoang Van

What the stars mean:

★ Poor ★ ★ Promising ★★★ Good ★★★★ Very good ★★★★★ Exceptional