Expressing Love through Protection

Share The Love is AIA’s campaign to encourage the expression of love and care through life protection. The target of this campaign is adults with an age range of 20-55 years old.

By purchasing a life insurance product for IDR50.000, the customer will receive 2 benefits: IDR50.000.000 worth of protection for themself and IDR50.000.000 worth of protection to be gifted to someone else; their partner, parents, siblings, or even friends.

The objective of the #ShareTheLove campaign is to generate 20.000 hot leads within a 3 months period, from October to December 2020. To achieve this, the campaign ambassador will invite AIA’s audiences to protect their loved ones, family members, and friends to give one of the most valuable, yet affordable presents that no one ever considered before: life insurance protection worth IDR50.000.000 for a year.

To communicate the message, we crafted a narrative of a secret love agent who helps people to express their love for their close ones. The agent is played by Raditya Dika, a well-known writer/comedian with a hilarious and witty persona, who solves different problems that people have with showing their love. With his assistance, Raditya Dika helps people to provide their loved ones with a very thoughtful gift: life protection from AIA #ShareTheLove.

The project is done under AIA’s brand division. It involves a team that comprises graphic designers, motion designer, copywriters, and a KOL liaison, with directions from AIA’s brand division members. The team maintained a close working relationship through daily communication and coordination.