AIA Australia has unveiled its new brand campaign, encouraging Australians to go ‘all in on something’ in an extension of its ‘All or Something’ brand platform.
The insurer says the new campaign comes as it celebrates, this year, the 10-year anniversary of its science-backed health and wellbeing program, AIA Vitality.
The new campaign sees AIA continue its relationship with Australian sporting champions – Ash Barty and Stephanie Gilmore.
They feature alongside the insurer’s other brand ambassadors as well as a diverse range of Australians, and AIA staff members “…in a mass celebration of the ‘healthy somethings’ that can make a huge difference when it comes to the health and wellbeing of the nation.”
The new campaign is on national TV in addition to digital, OOH, BVOD, social, PR as well as across AIA’s owned media.
AIA’s CEO, Damien Mu said AIA’s vision “…to make Australia the healthiest and best protected nation in the world starts with those small steps.”
“Science tells us that long-term, sustainable health changes aren’t driven by unattainable goals and over the last 10 years, through AIA Vitality, we know this to be true and have empowered Australians to turn small, positive lifestyle changes into consistent, long-term healthy behaviours.”
He says this has resulted in “phenomenal” statistics from members including:
- Clocking 420 billion steps
- Completing nearly 100,000 AIA Vitality health checks
- Visiting AIA partner gyms over 3.9 million times
Mu says this all adds up to real rewards and savings for members and the new brand campaign “…celebrates these collective milestones and our desire to show Australians how they can embrace going all in on something, rather than nothing at all, and how these small, individual changes will dramatically improve the health outcomes of Australia overall.”
AIA Vitality program rewards ‘healthy somethings’ through discounts and rewards.
Australians can take part in AIA’s Small Something Challenge via its website and social channels. The challenge includes 10 months of health and wellbeing motivation, coached by AIA’s ambassadors, with rewards on offer each month for those who participate.
