AIA and AIA Vitality connect with customers

Making insurance writing interesting and compliant.

Simple, interesting emails

We've been writing in this space for a while, so were the perfect fit when AIA and their loyalty programme AIA Vitality needed a partner to get their external comms into shape.

Writing for AIA since before they were AIA

We’ve got a long history with the team at AIA – we knew them when they were still Sovereign. Back then, we brought key stakeholders together to extract then formalise the tone of voice for their adviser brand. This was rolled out across multiple channels, including ads and eDM


We’ve been clarifying and refining email copy for AIA and their loyalty programme, Vitality. The goal was to simplify the messaging, so their customers clearly understand how to get the best from AIA.

Social ads

We consulted on and created the copy for social campaigns to build AIA’s position in the insurance market.

Web copy

AIA also asked us to develop copy for parts of their site, overhauling the messaging hierarchy and clarifying the language.

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