The Insurance Asia Awards are regarded as the most prestigious awards program in the Asia-Pacific region and recognize insurance companies who have a significant impact on their customers with exceptional products, services and education.

The four awards that were awarded to AIA span several categories: "Social Media Initiative of the Year - Indonesia" for the BahagiAIA campaign, "Education Insurance Initiative of the Year - Indonesia" for the AIAPedia financial literacy program, along with "Customer Service Initiative of the Year – Indonesia” and “Mobile App of the Year – Indonesia” for Tanya ANYA customer service.

AIA has shown that it's not only a leader in the insurance industry but also a force for good in empowering Indonesians with the knowledge of financial.  AIAPedia has been instrumental in educating the public about financial and insurance by developing informative content through Instagram, YouTube, and Twitter.

Highlighting the policy cancellation, the difference between protection insurance and unit link, as well as the variety of product types offered by insurance companies, among other topics, the initiative has been experiencing success so far.

It has collaborated with more than 50 public figures, influencers, and media, with the programme reaching 6.6 million people on social media in 2022. On top of that, it has received an 83% positive response from audiences. These results not only validate the effectiveness of the AIAPedia program but also demonstrate the value it brings to increase insurance literacy in the broader community.

Moreover, The BahagiAIA campaign was born out of the brand’s commitment to its AIA One Billion mission, which is a long-term initiative until 2030 by involving 1 billion individuals in Asia to live healthier, longer, better lives.

To gain more awareness, AIA invited three up-and-coming singers, Barsena Bestandhi, Rachmania Astrini and Melisa Hartanto, to shoot a music video, that was distributed across all social media platforms, along with accompanying videos about the benefits of healthy living.

“At the core of BahagiAIA is a catchy and shareable motivational anthem that encourages listeners to pursue happiness. The accompanying visuals showcase real-life stories of positive inspiration, thereby creating a sense of community and connection amongst customers,” the AIA told Insurance Asia. It was reported that the music video garnered an overwhelming 8.4 million views on YouTube alone, massively surpassing the initial KPI by 168 percent.

Meanwhile, Tanya ANYA is a WhatsApp-facilitated interface that provides a unique combination of virtual and live agent support, as well as digital self-service options for customers. It was initiated after the company identified complex paper forms and lack of communication as some of the common challenges faced by customers, which further proves how the company is willing to keep innovating to provide better services for its customers.

For Tanya ANYA, AIA leveraged AI and machine learning technologies while utilizing WhatsApp, the most used communications platform in Indonesia, so it could personalise its communications with customers.

Tanya ANYA exceeded the target of 50 percent active users. The number of users also increased from 59,737 users in January 2022 to 193,945 users in March 2023. The service also helped reduce the use of paper forms and incoming calls.

This achievement is proof of AIA's commitment to continue to innovate in providing customer-focused services, products and programs, so that it can help improve the livelihoods of millions of families in Indonesia.

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