We launched heartfelt footage from Malaysia’s top blogger, Timothy Tiah, about dreams for his prematurely born son via Facebook and a dedicated website.

We collaborated with 11 Malaysian celebrities / parent bloggers. Parents were subsequently encouraged to write to their children via AIA’s dedicated website or mobile site; multi-platform digital approach.

“Letters for the Future” saw Malaysians capture their thoughts, hopes or advice to be shared with their children in the future. The messages were then beautifully packaged as time capsules and delivered to the creators within a week, so that parents might present them to their children later on.

Our campaign reached over 6,200,000 parents across the digital space. In 8 weeks, 600 parents sent over 120,000 words of love, and were read by many other parents - the site was visited 363,349 times. Entries exceeding our target by 132%.

Facebook fans increased by 16,072, AIA’s posts organically shared 9,569 times and the videos were shared 8,148 times from the Facebook page - making them the No. 1 videos shared in Sep and Oct 2014 in Malaysia’s financial category, and Top 10 globally. Brand engagement increased helped brand consideration scores grew by 28%, further widening the gap with competition.