2021 Galaxy Program Marketing Plan
Social Media & Global Influencer
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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 believe that helping to create a healthier Asia is one of the most important and valuable things AIA can do for communities, today and in the future.
AIA Vitality is a science-backed wellness program that helps people make positive change to their health. Get the knowledge, tools and motivation you need to do well on journey towards healthy living. AIA Korea lunched vitality program successfully in 2020, reached accumulated 170M members only in 5months. However, transforming to a subscription program, there are many challenges to improve/solve through marketing activities, such as stable positioning as a subscription program, acquiring new members, improving 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 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
In order to increase awareness and participation of AIA Vitality Galaxy Watch Program, Eidetic Marketing analyzed the Galaxy Watch's customers and established a strategy to derive key messages by age & PoC based on the Core Value of AIA Vitality program.Due to the nature of the insurance industry, the slogan “Live Better Smarter” was derived and set as the campaign main slogan to minimize the color of Sales and harmoniously expose the smart device Galaxy Watch. The keywords “Start”, “Enhancement”, and “Protection” were set as the main keywords for three segments, and applied and extended to fit specific PoC.
Maintaining AIA and Galaxy Watch brand guides while adhering to design guides on various platforms was a very difficult task in design work. It was designed for various uses such as Social Media, in-app Push, in-app MMS, Spurs OOH, Webpage, Also designed considering the environment of uses such as web, mobile, outdoor, indoor, etc.
- Digital Marketing Strategy Planning & Execution
- Target segmentation
- (40ea+) Design creation for in-app banner, MMS, e-mail, in-app push
- UI/UX design for direct sales website (incl. Mobile ver.)
- Social media (IG) contents creation
- Mobile push message contents planning & design
