AIA begins rebranding of its business

AIA recently replaced most of the Sovereign branding on its Smales Farm headquarters. It has now appointed Auckland-based communications and marketing agency Anthem, to oversee the rebranding of AIA in New Zealand.

The company has many projects on including the launch of its wellness product, Vitality, into the New Zealand market and the celebration of 100 years in business.

Vitality is AIA’s science-based health and wellness programme, offering customers the knowledge, tools and motivation they need to improve their health, while enjoying lower premiums and other rewards.

“Vitality will be a game changer.  It will change the conversation about life insurance in this country and will focus on what’s important: health, wellness and wellbeing,” AIA New Zealand chief executive Nick Stanhope said.

The AIA Group, which was founded in 1919, is the largest independent publicly listed pan-Asian life insurance group.     

While AIA New Zealand has been providing innovative life, personal insurance products, and group insurance schemes in the country since 1981, the company’s brand will be relaunched in 2019. 

“As the largest life insurer in New Zealand, we have an important role to play and we are committed to helping make New Zealand one of the healthiest and most protected nations in the world.  As a customer-centric business, the wellbeing of our customers, and of all New Zealanders, is important to us,” Stanhope said.

AIA’s appointment of Anthem to help tell the story of the AIA brand, and of the benefits of life, health and wellness programmes to New Zealanders, is a reflection of the company’s commitment to its brand promise to help people live healthier, longer, better lives. 

“New Zealanders can expect to hear a lot more about the good work of AIA this year.  We’re inspired by their commitment to help Kiwis live healthier, longer, better lives.  We will engage all their key audiences in bringing this to life,” Anthem managing director Jane Sweeney said.