AIA chooses Mindshare and JWT as partners in Taiwan

While a significant global company, AIA has previously only had a small market share in Taiwan. That market has been traditionally dominated by major local players, including Cathay Life, Nan Shan Life, and Fubon Life.

Most recently the creative contract for product ads was held by Bates. But JWT has won the account following a pitch, that also included Leo Burnett, Evan Teng, managing director of JWT Taiwan told Campaign.

AIA rolled out a new branding ad campaign in Taiwan this September, consisting of two TV spots and an OOH ad campaign.

The TV spot shows an AIA sale representative sitting on a red sofa in a busy street with his clients in different cities. It highlights that with AIA's 92 years of experience in the insurance industry and activel involvement in 15 markets in Asia Pacific; it is now extending its professional services to Taiwan.

In addition, the insurance company has invested in a new service centre, named 'i-centre', in the central business district of Taipei. It is also expanding its personnel and technology, with more sales representatives armed with the latest gadgets.

Teng explained the creative side of the campaign was based on the insight that insurance needs are time-sensitive. "The new campaign showcase how AIA with its strong business presence and understanding in the Asia-Pacific market, using modern technology to enhance the efficiency of their expertise in the insurance services.”

There will be follow up to the campaign in the first quarter of next year.

Earlier this January, Paul Groves replaced Christopher Wei as EVP and group CMO of AIA.