AIA Get Real: Marketing insurance as cool and sexy to Gen-Y
Sutapa Bhattacharya and Nicole Yeoh
Campaign details
Brand owner: AIALead agency: Leo BurnettBrand: AIACountry: MalaysiaIndustry InsuranceChannels used: Earned media, buzz, Events and experiential, Internet - display, Internet - general, Internet - microsites, Internet - search, Magazines - business, trade, Magazines - consumer, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Sponsorship - event, propertyMedia budget: Up to $500k
Executive summary
This case study describes how life insurance company AIA successfully targeted recruiting Generation...