A Case study given by TBWA Hong Kong for AIA.

1. REAL LIFE
NEVER STOPS

2. CREATIVE
BRIEF

3. MARKETING
OBJECTIVE
Create an IMC campaign that acts as stage 2,
for AIA’s current up and running campaign,
“Real Life Never Stops.”

4. MARKETING
OBJECTIVE
1. Drive emotional connection between
brand messaging and consumer
2. Increase branding recognition with “Real
Life Never Stops”
3. Increase brand consideration

5. TARGET
AUDIENCE
The target audience ranges from 21-50+ of
age, meaning that there is a wide variety in
this group. It includes young adults, young
families, mid-lifers, to empty-nesters.

6. COMMUNICATION
ELEMENTS
• Print Media – located in magazines,
posters, indoor/outdoor billboards, and
non-traditional (MTR and bus wraps)
• TVC (60 seconds)

7. COMMUNICATION
ELEMENTS
• Direct Mail – delivers a package
• PR Event
• Social Media – during the duration of
the event and after

8. COMMUNICATION
ELEMENTS
• Sponsorship concept for Tottenham Hot
Spurs
• Logo, tagline, the product and short
body copy re-emphasizing reasons to
believe

9. GEOGRAPHY
& MARKET
It’s a known brand in Asia and Australia,
but our first step is to reach out to the
local market here in Hong Kong

10. GEOGRAPHY
& MARKET
But this tactic will work in any market
because it promotes a certain lifestyle

11. TIMING
+ BUDGET
To be discussed

12. TARGET
MARKET

14. IDEATION
PROCESS

15. How do we push the idea,
“Real Life Never Stops” further?

16. What are other possible ways to convey
this very same message in a unique,
engaging way?

17. CHAIN OF
THOUGHTS
• Real life keeps going
• Real life keeps moving on
• Hong Kong keeps moving on – it’s a city
that never sleeps (like New York)

18. INSIGHT
• A certain rhythm that Hong Kong moves to
• “The Hong Kong Beat”

19. INSPIRATION
• “Beat” means the pace or rhythm of a song
• It can also mean one’s heartbeat or pulse
• A beating heart isn’t just a physical attribute,
it can mean something metaphorical – like
what makes one’s heart skip a beat?
• A new link and connection between passion

20. WHAT IS THE
BIG IDEA?

21. REAL LIFE HAS A BEAT
WHAT’S YOURS?

22. THE
CONNECTION
Beat = Pace
• the Hong Kong beat, or even life itself, is to typically graduate
from high school, go to college and graduate, get a job, settle
down, start a family, provide for family, put your kids through
school, and retire

23. THE
CONNECTION
Beat = Pace
• Whose to say that needs to be the pace everyone goes with?
• Everyone can move through life at their own pace
• Connection to AIA: our life plans, protections, funds, etc. can
help people set the pace in the course of their life

24. THE
CONNECTION
Beat = Passion
• What makes your heart beat? What’s your
reason to keep living?
• As AIA has said many times, they are after
people’s best interest

25. THE
CONNECTION
Beat = Passion
• It’s more than saying, it’s also doing
• Connection to AIA: people can achieve
more than just their dreams, even their
current needs through our products and
services

26. MEDIA
SELECTION

27. PRINT

31. TV SPOT
60 seconds

34. DIRECT
MAIL

35. AIA Headphones to imply
– Real Life has a Beat.
What’s Yours?
We’ll be there to sync to
your pace in life.
www.aia.com/mybeat

36. GUERILLA

38. Place your hand on the touch screen
and detect your own PR
•
Plays music out loud and goes in
sync to the beat of your heart beat
•
•
Drives you to the interactive site
reveal more information about our
plans and upcoming events

39. SOCIAL
MEDIA

40. Enter code
K2D93

41. Enter code
K2D93

42. PR EVENT

43. N
U
R

44. Run the Beat by AIA
The race is coming sooner than we anticipated and we
are down to 25 MORE DAYS! Get more people to join and
support us for this good cause, as we’re running for children
to beat cancer in the butt. Remember, this isn’t a race, it’s
a run for awareness -‐ so stay calm, run at your own pace,
and don’t forget to have fun! #RuntheBeat #Whatsyourbeat
#Reallifehk #Reallifeneverstops #AIAHongKong
I can’t wait!!!!!
The run this coming 3rd November, 2013 isn’t just going to be your boring old marathon, but we made it enjoyable just for you!
It’s not about being first, second, third, or last, it’s about pushing yourself to your limitations and completing the race with your
own pace. And we’re here to run along with you? How? Every runner will receive a pulse monitor that wraps around your wrist
along with a set of headphones. When you sprint, jog, or walk, this monitor detects your heartbeat and syncs a set of songs or
playlist for you that goes with your heartbeat accordingly. Who knew running could be so much fun? Spread the word and get
more people to join the run. Let’s change the Hong Kong Beat and run together for a cause this November!
more people to join the run. Le
#RuntheBeat #Whatsyourbeat #Reallifehk #Reallifeneverstops #AIAHongKong #Funrun

45. SPONSORSHIP
EVENT
For Tottenham Hot Spurs

48. INSTAGRAM
COMPETITION

49. INTERACTIVE

53. INTERACTIVE
Beat-o-Meter
• Links to the idea of how far does one’s
passion and commitment to the team go?
• During a Tottenham Hot Spurs game, they
will put the meter during the half time and
encourage the people to cheer
• This will encourage the team to in a sense
“beat” the opposing team

54. INTERACTIVE

55. THANK YOU