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2021 Galaxy Program Marketing Plan

Social Media & Global Influencer

AIA Korea / AIA Vitality 2021 Galaxy Program Marketing Plan

Social Media & Global Influencer

Project Background

AIA is the largest independent publicly listed Pan-Asian life insurance group – with a presence in 18 markets across the Asia-Pacific region.

For more than a century, AIA has strived to make a significant, positive impact for customers and communities across Asia. AIA believes that creating a healthier Asia is one of the most important and valuable things AIA can do for communities, today and into the future.

AIA Vitality is a science-backed wellness program that helps people make positive changes to their health; getting them knowledge, tools and motivation needed to do well on thier journey towards healthier living. AIA Korea launched the vitality program successfully in 2020 and reached an accumulated 170 million members in only 5months.

However, with transforming to a subscription program, there were many challenges to overcome through marketing. These included stabilizing its position as a subscription program, acquiring new members and improving the existing member activity rate by user experience. Therefore, AIA Korea planned a Samsung Galaxy Watch Collaboration Program to increase customer participation, and needed a marketing strategy that could effectively spread the word to many people.

Partnership with Boston Consulting Group

Related Keywords
#Branding Marketing # Experiential Marketing #Event Marketing #Marketing Agency #Brand Marketing Agency #Marketing Consulting #Global Event #Global Branding #Global PR #Global Experience Marketing

Executed Region
#Korea, Seoul

Our Solution

The Challenge : The task of maintaining AIA and the Galaxy Watch brand while adhering to the design guidelines on various platforms along with the different environments of usage from web versus mobile to outdoor versus indoor was a challenge. Not only this but at the same time changing the perception of the insurance industry from aggressive and pushy to friendly and welcoming was another consideration.

Our Solution : Firstly, in order to increase awareness and participation of the AIA Vitality Galaxy Watch Program, Eidetic analyzed the Galaxy Watch's customers and established a strategy that would captivate each individual age demographic. Through a prototype test, we entertained keywords such as “Start,” “Enhancement,” and “Protection” and ultimately formulated catch phrases for the three specific age groups that not only are a topic of concern to them but also aligned with the Core Value of AIA Vitality program. The design included Social Media platforms, In-App Push, In-App MMS, Spurs OOH and Webpage to reach as many as possible.

The “Live Better, Smarter” slogan was inspired by the collaboration with Galaxy watches’ healthy smart images which enables customers to reach the hope and genuine desire that AIA has for all its subscribers.


- Digital Marketing Strategy Planning & Execution
- Audience Segmentation for Personalized Experiences
- Message Hierarchy Development
- User-centric Design & Digital Refresh
- Social Media Strategy & Amplification