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Nicole Yeoh

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AIA Get Real: Marketing insurance as cool and sexy to Gen-Y | WARC

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By Sutapa Bhattacharya, Nicole Yeoh
| WARC
This case study describes how life insurance company AIA successfully targeted recruiting Generation Y agents through their Let's Get Real campaign, recruiting thousands of new agents for their younger sales target demographic in Malaysia. Insurance Malaysia Strategy Sutapa Bhattacharya and Nicole Yeoh Brand owner: AIALead agency: Leo BurnettBrand: AIACountry: MalaysiaIndustry InsuranceChannels used:Earned media, buzz, Events and experiential, Internet...
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