It is not every day a life insurance plan covers you until the age of 100. This was exactly the product our client wanted to launch. No one actually thinks they can live until that age but we still wanted to highlight it in a relatable emotional way.
The key to the launch was making people realise that relationship status does change, especially over a longer period of years. People come and go, leaving just the few ones who really matter in people’s life. We want to let people know that AIA will be one of them and this was conveyed through our ideas.