Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, was engaged by leading insurer AIA Malaysia to release a brand film and campaign, calling for Malaysians from all walks of life to ‘Subscribe to a Better Life with AIA’.

The campaign is the latest expression of AIA’s ‘Live with Vitality’ movement and aims to encourage all Malaysians to live Healthier, Longer, and Better Lives. The campaign seeks to simplify, personalise and break down the complexities of insurance, by showcasing the company’s solutions and offerings, including its proprietary Total Health and Wealth Solutions ecosystem, in a format that is familiar to consumers.

Through the development of the campaign website that mirrors the easy navigation of streaming services, and a blockbuster-inspired brand film starring AIA Malaysia’s ambassador Datuk Nicol David, the year-long campaign caters to the different life stages – the young and ambitious, the health conscious, families, and those looking to create generational wealth.

Rudy La Faber, Creative Director of MBCS said, “Insurance solutions are often perceived as complex, and can be incredibly confusing to consumers, even to those who may already have some coverage. In conceptualising this campaign, we wanted to challenge the thinking and existing perceptions around insurance, coverage, and plans.

To debunk all the jargons around insurance and present these offerings in a mode consumers would understand – streaming platforms.

“After all, people are happy and willing to pay for multiple subscription services, yet many Malaysians remain uninsured. By reframing the insurance experience as another positive subscription that they can enjoy and benefit from, we hope to demystify the process and make insurance more palatable for people”.

The campaign includes a “how-to” video also led by Datuk Nicol David, where she conducts a website walkthrough of the campaign website.

The campaign aims to employ a multi-channel communication strategy, going beyond the traditional dissemination of information by AIA Life Planners (agents) to spread knowledge and understanding of insurance through digital, print, radio and outdoor mediums.


Creative Agency: Mediabrands Content Studio
CEO: Stanley Clement
Group Creative Director: Amir Faiz
Creative Director: Rudy La Faber
Creative Group Head: Afiq Deen
Art Director: Faridzul Hafizi
Designer: Nizam Mizan
Business Director: Lynette Lim
Associate Strategy Director: Cheah Chiann Yi
Senior Account Manager: Emilina Jedin
Account Manager: Fitri Zulkifli
Agency Producer: Mike Chong

Production House: Playmonster Sdn. Bhd.
Director: Eric Yap
Executive Producer: Joanne Smith
Producer: Marilyn Patel
1st AD: Krystle Lim
DOP: Adrian Wong
Set Designer: Senilab

Post House: Tailormade

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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.

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