How AIA’s strategy to touch 2 million loyal clients hit record sales in Oct and wins APPIES Bronze

Starting this week,  MARKETING Magazine will be featuring the Bronze winners of APPIES Malaysia and Asia Pacific 2022 Marketing Campaign Awards by sharing the campaign stories.

AIA Bhd received Bronze for their campaign under the category of Customer Experience.

The team managed to leave the judges speechless with their extraordinary live presentation as well as managed to achieve their goal in terms of giving the best experience for their customers.

The above-mentioned reasons has led the AIA team win the Bronze trophy.

Insurance is a low touch industry, brand loyalty often weak. With a general lack of customer understanding of insurance and many MCOs, AIA Malaysia’s business suffered in 2021.

The agency knew there was opportunity in their existing customer base. 2 million loyal premium paying consumers, who hadn’t repurchased from us that year.

To reconnect with them and overcome the agents’ apathy to servicing their own customers (preferring to hunt for new customers), AIA leveraged on trending monthly e-comm sales. 

They designed the 10.10 offer, with a twist– rewarding only existing customers with a 10% + 10% cashback in October.

This has further led to the agencies’ most outstanding month in sales in 2021. But more importantly, they helped more Malaysians live Healthier, Longer, Better Lives.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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