AIA Malaysia goes wild with recruitment drive

The ‘700-day itch’ recruitment drive video from AIA Malaysia is bold and built on a solid insight.

‘Quit your soul-destroying job and become an AIA Elite Academy agent’…that seems to be the rallying cry in the ad.

Speaking to industry press about the approach, Leo Burnett Malaysia executive creative director Iska Hashim said that the insights gathered from the campaign came from very real feelings that qualified people faced while being frustrated with their current jobs.

AIA Malaysia chief marketing officer Heng Zee Wang also added that the AIA programme is an exclusive on-boarding programme that required a trailblazing approach to create some buzz as well.

Source: Mumbrella Asia