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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