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AIA Making People Healthier Across Asia
The presence of independent insurance company AIA Group has had a profound, positive impact across Asia for a century.
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T
he presence of independent insurance company AIA Group has had a profound, positive impact across Asia for a century. With a presence in 18 markets, AIA is shifting its paradigm from a life insurance company to a purpose-driven organization that focuses on life, health and wellness solutions as reflected in its AIA One Billion initiative.
The AIA One Billion is an initiative that aims to drive one billion people across the continent to Live Longer, Live Healthier. In Indonesia alone, AIA Indonesia has been present for more than two decades with the mission to motivate people to focus on their quality of life.
“The old narrative on life insurance was all about death and scaring people into buying insurance products. We are absolutely dismissing that and turning that narrative upside down,” said AIA Group Chief Marketing Officer Stuart Spencer in an exclusive interview with The Jakarta Post on Friday.
“It’s about taking control of your life to embark on a sustainable, personal wellness journey. As well as helping customers and their community live longer, we also become an indispensable part of their lives,” he added.
The past three years have left such an impact on public health trends that people are now more aware of their own personal health, especially in regards to lifestyle-related diseases. To combat strokes, obesity and more, one can start small by consuming less alcohol or reducing their body mass index. In other words, a change in behavior.
The ultimate toolkit is AIA Vitality, a program that not only enlists customers in an insurance plan, but also motivates them to take on health and wellness challenges, such as exercising and eating nutritious food. The more points they earn, the higher their AIA Vitality status and the bigger rewards they will gain from AIA Indonesia’s partners.
Beyond customer base, to a community of One Billion
AIA One Billion’s reception has shown to be remarkable due to its resonance with the public. Especially in Indonesia, where the AIA team was able to tap into young audiences by inviting them to create user-generated content across social media, among other campaigns.
“The Indonesian team has done a tremendous job crafting locally-tailored efforts, such as the BahagiAIA and the AIA Pedia, which focuses on financial inclusion. It’s an important market, especially when considering that half of the 273 million people in Indonesia are under the age of 30, with low levels of insurance penetration,” Stuart elaborated.
Therefore, he added, it is important for AIA to engage with young people through the digital space. Aside from social media, AIA also optimizes its website to ensure it’s easily discoverable through a simple Google Search. During the pandemic, aia.com received more than 50 million visitors looking for insurance categories that would suit their needs.
“We are getting much more sophisticated in terms of how we interact with people. What do they look at on our page? How can we follow up with them? That’s a big focus for us as we navigate these digital platforms and touch points to educate the market on the value of health and life insurance in this country,” Stuart added.
AIA’s online and offline marketing positions the company differently from its competitors in terms of clarity of purpose, “It’s important to address the huge protection gap in Indonesia. Shifting to a more life-focused narrative will resonate more with consumers here, than death, fear and dire consequences,” he continued.
AIA also launched other campaigns including “AIA Football for The Nation” a coaching clinic for young football enthusiasts with the assistance of Tottenham Hotspur coaches. It is another part of AIA’s commitment to engage in the community, by influencing Indonesians from an early age on the importance of being active to live healthier, longer, better lives.
