Leave Nothing To Chance
The Brief
AIA Power Critical Cover offers all-embracing coverage and multiple protection against pre-early conditions, critical illnesses and CI relapse/recurrence. Our task was to come up with an overall campaign with a key message that can be distilled into different messages that can be used to play up on the various plan benefits.
The Approach
To get a feel of the current state of mind on critical illnesses, we conducted a survey. The results show that most people who consider getting a CI plan do so mostly because:
They do not want to burden their loved ones
Critical illnesses are on the rise, better to be safe than sorry
It’s more affordable to get a CI plan early on
We tapped on these insights and bring out the key concerns within the creative concept.
We take our chances on things when we know we are ready to accept the worst outcome. Critical illnesses is not one of them.
We can't just cross our fingers and hope it does not happen to us or our loved ones.
Loyalty Engagement Awards 2020
Best Use of Integrated Media - Bronze