AIA Adds Aaron Kwok to Beckham in Endorsement Team

The Asia-only insurance company has continued its partnership with Uth Creative Group with this latest mini-film marking Kowk’s second collaboration with AIA, following “Love is in Every Moment” in 2015.

The tie-up with the 53-year old Cantopop star is clearly a localised strategy to complement its global ambassador with David Beckham which began in 2017 (activated here).

In this latest effort, as a fitness enthusiast, Kwok plays the role of AIA’s Vitality Commissioner of Health with the mission to lead and motivate Hong Kong citizens to join the city-wide operation and earn points for rewards through a healthy and balanced lifestyle. The video also mirrors Kwok’s lifestyle in order to make it more authentic and humorous to engage the audience into action.

“With Kwok’s healthy image, he brings to life the importance of healthy living in a cool yet humorous way, Bonnie Tse, general manager, corporate, strategy and wealth management of AIA Hong Kong & Macau, said. “His charisma and ability to instantly connect and directly engage with audiences will effectively encourage Hong Kong people to make a positive change to their lifestyle.”

Since Q116, AIA has had the 2^nd largest market share (17.5%, ~US$112.2m) for its category in the Asian sponsorship landscape, largely buttressed by its marquee shirt sponsorship deal with EPL club Tottenham Hotspur. However, its spends have dipped since the peak of almost US$11.3m in Q117, averaging US$7.3m to US$7.9m in the subsequent quarters. Historically, the insurer spends on non-sports deals in Q4, averaging around US$2.35m during this period, and the bulk of it (US$2m+) has been on the title sponsorship of the Great European Carnival in Hong Kong since 2014.