Award: CAMPAIGN AWARDS \ C02. Best Use of Analytics

Rising cost of living and healthcare services, coupled with Singapore’s S$538 billion critical illness (CI) gap, leaves the average adult in Singapore extremely unprotected and vulnerable against increasing prevalence of chronic diseases and CIs here. While AIA has developed an all-encompassing plan – AIA Power Critical Cover – that covers individuals from as early as the detection of chronic conditions, how do we convince people of the importance of being protected and take action as a result? In this entry, AIA Singapore shows how they’ve leveraged their study findings to develop compelling content, and drive an effective and successful PR-led Integrated launch plan.