Creative Creative Works David Beckham

AIA, David Beckham & local talent get Singaporeans embracing new norms


By Charlotte McEleny, Asia Editor

April 30, 2020 | 4 min read

AIA has launched a social media campaign aimed at getting Singaporeans to stay healthy while embracing the restrictions on movement during the coronavirus circuit breaker enforcements.

David Beckham AIA

AIA enlists David Beckham and local football talent to get Singaporeans embracing new norms

The campaign sees David Beckham start a chain of messages on social media about finding new ways to keep active indoors. Beckham is seen playing with ping pong balls and coffee mugs in his home, thanking people for suggestions on how to keep active.

The post then tags influencer Andie Chen and footballer Hassan Sunny to use the hashtag #EmbracingNew Norms. People can keep suggesting creative ways to stay active using the hashtag as part of the contest until 10 May.

These tags then spark a few more posts, with Chen’s post then tagging Amanda Chang (TV host), who will in turn tag Andrew Marko (actor/musician). Sunny’s post will lead to a chain of sports stars, by tagging SPL footballers Darren Teh, Madhu Mohana, Zachary Anderson, Harhys Stewart, and Marc Ryan Tan on Facebook and Instagram.

Ho Lee Yen, chief customer and marketing officer, AIA Singapore, said, “We are committed to standing by our customers, enabling healthier, longer, better lives, no matter the circumstances. Embracing the new normal during the circuit breaker period also means taking the time to focus on individual health and wellness whether it is by connecting with loved ones or finding new ways to keep active indoors. Our #EmbracingNewNorms social campaign is just one of the many ways AIA Singapore is supporting Singaporeans in maintaining their health and well-being."

She adds: "Leveraging Singaporeans’ passion for football gives us an avenue to reach a wider community, allowing us to encourage healthy living practices amongst our community. We partnered with the Football Association of Singapore (FAS) and players from the Singapore Premier League (SPL), as we believe the beautiful game encompasses the positive values of teamwork, discipline, and sportsmanship, inspiring people to keep active. We are heartened to have the support of the SPL clubs, who have put up two jerseys each as prizes and look forward to building on the partnership.”

The campaign, created by DSTNCT and Ogilvy PR & Influence, Social, taps into AIA’s brand promise and previous campaign messaging around helping people live ‘healthier, longer, better’ lives.

AIA Insurance: #EmbraceNewNorms by Ogilvy PR

By AIA Insurance

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