AIA Korea: Mother's first song

This case study details how AIA Life Insurance Group, the main sponsor for Superstar K7 (Korea's version of American Idol), was able to emphasise the encouraging aspect of the AIA brand by developing a way for a mother with a language disability to sing to her daughter.

AIA Korea: Mother's first song

Campaign details

Brand: AIA KoreaAgency: The CreamunionCategory: InnovationRegion: APAC

Objective

AIA Life Insurance Group, the main sponsor for Superstar K7 (Korea's version of American Idol), until now has been creating emotionally-moving content while cheering on participants on top of the show's stage to help them overcome their challenges. This campaign (Brand Campaign: Real Miracle Never Stop), however, began with the desire to present a miracle to people through music, which was inspired by the simple question which simply asks, 'rather than on the stage, how can we help...

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