APPIES 2021 Winner Showcase: AIA Malaysia

For the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.

GOLD & SILVER WINNER

Brand: AIA Malaysia

Campaign: AIA Knows When You Are Sleeping, AIA Knows When You Are Awake

Categories:

Digital & Social (Gold & Silver)

Marketing & Innovation (Silver)

Campaign summary:

We created a world’s first of its kind Sleep Quality Tracker by measuring a user’s mobile phone bid request activity to measure their activity at night and the gap in between digital activities to identify users with poor quality of sleep. We then reminded them the importance of getting #OneMoreHour of sleep, and retarget these users with sleep related content.

Credits:

Presenter: Alex Hooi, Head of Digital & Media Solutions, InvictusBlue Group