Healthier, Longer, Better Lives
Australia and New Zealand
A dream to make Australia and New zealand the healthiest, best protected nations in the world.
Client:
AIA Group - Australia and New Zealand
Services:
- Market & Audience Research
- Brand Strategy
- Go-to-Market Strategy
- Integrated Campaign Development
- Brand Platform Development
- Creative Direction
When AIA acquired Sovereign, one of New Zealand’s most recognised life insurance brands, it created a rare opportunity: introduce a global brand to the market while redefining the role insurance would play in people’s lives.
As lead agency across Australia and New Zealand, we partnered with AIA to develop the brand strategy and creative platform to bring their global purpose — Healthier, Longer, Better Lives — to life. Working with media and production partners, we helped launch a new brand vision designed to shift insurance from something people rely on someday to something that supports their every day health and wellbeing.
Turning Insurance Into Everyday Wellbeing
At the centre of the transformation was AIA Vitality, a science-backed health and wellbeing program that rewards people for making healthier choices every day.
We developed an integrated campaign designed not just to explain the program, but to let people experience it. Through ambassador partnerships, public events and above-the-line creative, AIA Vitality was brought to life in ways that made wellbeing tangible and rewarding.
Instead of positioning insurance as a passive safety net for the future, Vitality created an everyday connection between customers and their insurer, built around motivation, progress and healthier living.
Recruitment
Launching a new brand platform also meant attracting people who believed in the mission behind it.
We developed a bespoke employee value proposition and recruitment campaign across Australia and New Zealand, designed to connect talent with AIA’s purpose of helping people live Healthier, Longer, Better Lives. Through regionally tailored content and storytelling, the campaign helped position AIA as a place where purpose-driven careers could thrive.
Out of Home
To ensure the brand arrived with impact, we partnered with media and production specialists across both countries to deliver a large-scale national rollout.
From high-impact out-of-home placements to digital and social media amplification, the campaign created a powerful public presence — introducing AIA’s new purpose and positioning across Australia and New Zealand.
Turning Belief Into Behaviour
We created a bespoke guided meditation with AIA Vitality ambassador Dr. Jaime Lee, designed to translate the brand’s wellbeing philosophy into everyday action.
Grounded in AIA’s belief that healthier lives begin with small, conscious choices, the meditation encourages listeners to pause, reset and reconnect with what matters most. More than a piece of content, it was designed to inspire the behaviours that support healthier living — helping people turn belief into meaningful, everyday habits.
Our Clients’ Kind Words
Working with Skipper & Skipper was more than a traditional agency relationship. It was a shared value partnership built on a genuine belief in what we were trying to achieve. As we introduced AIA’s Healthier, Longer, Better Lives philosophy across Australia and New Zealand, it was important to work with people who shared our commitment to health and wellbeing. Their ability to translate that belief into strategy and creative made them the right partners for the journey.
Damien Mu
CEO and Managing Director of AIA Australia
