AIA Hong Kong mini-film goes viral despite tragic story

Award-winning actor stars in lead role

AIA Hong Kong mini-film goes viral despite tragic story

Insurance News

By Paolo Taruc

A recent marketing campaign by AIA Hong Kong has gone viral, as the firm’s “Love is in Every Moment” mini-film attracted more than one million views within 18 hours after its release on social media.

The film revolves around a mother who faces abrupt changes in her family life after her husband is diagnosed with cancer, and a tumour is found in her daughter’s brain. Two-time Hong Kong Film Awards’ Best Actress winner Anita Yuen stars in the lead role.

“Through the mini-film, we hope to closely link insurance with the concept of ‘Love is in Every Moment’. Indeed, a customer’s decision at the right moment provides a lifetime of care and protection for their loved ones,” said Bonnie Tse, general manager, business strategy and marketing of AIA Hong Kong & Macau.

The firm attributed the video’s popularity to its “true and sincere” story. “Love is intangible, but people can express their love by offering comprehensive and concrete insurance protection for their family,” Tse added.

Last year, the life insurer won several awards for its marketing, brand and service.

“We firmly believe market research is critical to the delivery of quality insurance services. It helps us understand the needs of customers at various life stages, enabling us to develop the right solutions and provide heartfelt and convenient services to meet the ever-changing needs of customers,” said Peter Crewe, CEO of the firm.

Related stories:
AIA Singapore launches investment-linked policy for young families
AIA ‘goes small’ in mainland China push

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