Powering Financial Wellbeing
At Scale Across Asia
Launching the investment capability of one of the world’s largest financial institutions, transforming expertise into a customer offer
Client:
AIA Investments
Services:
- Market & Audience Insight
- Brand & Proposition Strategy
- Brand Platform Development
- Integrated Campaign Development
- Creative Direction
- Multi-Market Rollout
AIA has spent over a century building one of the most powerful investment capabilities in Asia. We partnered with AIA to define, build and launch AIA Investments — transforming that institutional expertise into a customer-facing proposition for the first time.
This wasn’t a marketing exercise. It was the creation of a unified brand, proposition and narrative that repositioned AIA’s investment capability from a behind-the-scenes function into a visible and compelling offer — enabling customers to invest alongside AIA and benefit from its scale, global partnerships and long-term investment discipline.
Investment at Scale
To bring this to life, we developed a complete brand system — from positioning and narrative through to identity, messaging and launch communications.
Built to align with AIA’s masterbrand while establishing a distinct presence for AIA Investments, the system balances institutional credibility with clarity and accessibility — ensuring the proposition could be consistently understood, adopted and activated across markets.
Multi-Market Delivery
At the heart of the launch was a unifying wealth philosophy — designed to translate AIA’s investment approach into a clear and compelling narrative for customers across Asia.
Rolled out across key markets including China, Hong Kong, Singapore, Malaysia, the Philippines, Korea and Thailand, the platform ensured consistency across the region while allowing for adaptation to local market contexts.
Local Market Influence
To strengthen relevance in-market, we developed communications that connected AIA Investments’ regional proposition with the influence, expertise and credibility of local leaders.
This helped translate the broader investment narrative into more personal and trusted stories, ensuring the platform did more than travel across markets. It was able to land with meaning, authority and cultural relevance.
Our Clients’ Kind Words
Working with Skipper & Skipper was about more than delivering a campaign. It was about defining and launching a new vision for AIA Investments across Asia.
From shaping the proposition to building the brand and enabling rollout across markets, the partnership created the clarity and conviction to bring this capability to life — and continues to support its growth as we expand and evolve AIA Investments across the region.
Shrikant Bhat
CEO AIA Investments
