AIA NZ set to thrive with new brand platform from Bastion Shine 

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AUCKLAND, Today: AIA NZ has launched new brand campaign Start Thriving through Ponsonby-based creative consultancy Bastion Shine.

The campaign aims to encourage people to make small changes to live life better.

AIA Group is one of the largest life insurers in the world, with a presence in 18 markets across Asia Pacific. AIA NZ is part of AIA Group and has been providing insurance to New Zealanders since 1981. 

AIA NZ Chief Customer Officer Angela Busby said: “The positioning flips category thinking on its head to shift perceptions of health and life insurance that focus on when things go wrong, to centre on good health and living life in a way that makes the most of each day.

“Our message encourages people to make some small changes to their lives in order to start thriving. It heroes AIA’s health and wellbeing programme AIA Vitality, and the guidance, tools and rewards it provides to help people to start thriving.

“We are really pleased with the work that the Bastion Shine team has done to help invigorate our brand promise.”

“Since AIA NZ launched AIA Vitality, our science-backed health and wellbeing programme mid-2019, we have been steadily building momentum and brand awareness in New Zealand.

“We are really pleased with the work that the Bastion Shine team has done to help invigorate our brand promise.

Bastion Shine chief strategy officer Andy McLeish said: “We love the disruptive approach to life and health insurance embodied by AIA Vitality.”

The platform launched on 26 February with short form AV content across multiple TV, digital and social channels, complemented by interactive and high impact digital placements.

“It was the result of a collaborative approach by Bastion Shine across strategy and planning, creative, design and studio in conjunction with AIA’s media partner Together.

The platform launch follows AIA NZ’s appointment of Bastion Shine as its creative agency partner in December 2022.


Client: AIA NZ
Agency: Bastion Shine
Media Partners: Together

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