'Continue Doing What You Love'
AIA Korea announced on June 24 the launch of their new brand campaign, which translates AIA’s purpose of Healthier, Longer, Better Lives into an everyday context of “Continue doing what you love.”
Hwang Ji-ye, chief marketing officer of AIA Korea, explained, “Since 2018, AIA’s purpose across all 18 markets in Asia has been helping customers live Healthier, Longer, Better Lives. This year we wanted to take the conversation deeper and explore how our company’s corporate related to our customers’ individual purpose. As we thought about this, we asked ourselves this key question: “What is something you love doing today that you still want to be able to do later in life when you are over 70 years old?” She concluded, “Continue doing what you love” is our everyday meaning of Healthier, Longer, Better Lives.”
The AIA Korea team is kicking off this discussion through their brand ambassador Son Heung-min, from the Tottenham Hotspur Football Club. Son shares through a new video his deep love of football, and desire to play for a very long time means that managing his health is one of his most important priorities. Since last week, Koreans of all backgrounds have been joining this conversation by posting photos, videos, illustrations and even songs on Instagram.
“Korea is one of the most rapidly aging countries in the world. With this context in mind, we want AIA Korea to be the life insurer that helps customers continue doing what they love throughout their lives by engaging, educating and inspiring people to improve physical, mental and environmental wellness while championing financial inclusion,” Hwang said.