David Beckham scores for AIA

This month, AIA is the brand that has achieved the greatest uplift in its Ad Awareness score (whether someone has seen its advert in the past two weeks) in Thailand.This month, AIA is the brand that has achieved the greatest uplift in its Ad Awareness score (whether someone has seen its advert in the past two weeks) in Thailand.

Over the first few weeks of the month, AIA was able to impress consumers with its latest advertising campaign, #WhatsYourWhy. Its campaign stars international footballer David Beckham, AIA’s newest brand ambassador, and encourages consumers to find reasons why they want to be healthy. The advertisement, shot in Bangkok, is a region-wide campaign but is likely to resonate with Thai consumers in particular for this reason.

AIA’s Ad Awareness score rose by +9 points in October, from 24% at the start of the month to 33% on 20 October (the day before advertising was suspended to mark the passing of HM King Bhumibol Adulyadej.)

Its Buzz score (whether consumers have heard something positive or negative about a brand) also tracked the increase in Ad Awareness score, which grew from 10 to 19 over the same period.

The brand achieved the biggest increase in Buzz among women aged 16-29, as might be expected from an ad campaign featuring one of football’s best-known heartthrobs. Buzz scores for this demographic more than trebled over the first few weeks of October, from a score of 8 on 5 October to a peak of 30 on 17 October.

So far more than 12,000 Thais have taken part in the campaign and, with 800 prizes worth over half a million Thai baht up for grabs, many more look set to be engaged by the #WhatsYourWhy campaign.