Behind AIA Indonesia’s success in winning the Silver Award for Best Awareness Campaign lies a philosophy that goes far beyond traditional health marketing. For AIA, the objective isn’t merely to promote products or services, but to become a meaningful companion in people’s health journeys — reinforcing that wellbeing is not a one-off decision, but a sustained commitment for the long run,
This philosophy is even more critical for insurance providers, whose role extends beyond transactional touchpoints into being a long-term partner in life’s unpredictable moments. In Indonesia, this vision comes to life through the localisation of its multi-faceted ‘Rethink Healthy’ campaign, designed to make health more accessible, relevant, and to reshape the way healthy lifestyle is portrayed in people’s minds.
The Challenge
In Indonesia today, especially amongst young professionals, the concept of health often feels out of reach. For many young professionals aged 25–40, health was often portrayed through narrow ideals, fit bodies, strict diets, and intense workouts–as well being portrayed as expensive and not reachable for everyone.
Currently in Indonesia the insurance and health industry advertisements are often driven by fear-based and medicalised messaging. For many, this narrative created more pressure than inspiration.
This is where AIA recognised the cultural tension and set out to break the stereotype and saw a clear objective to tackle these social issues. AIA sets a vision: reclaiming the meaning of “healthy” to make it feel personal, human and within reach. AIA believes true health is personal and emotional. And it’s made up of small, doable steps that fit into real life.
The Objective
Instead of rigid routines or extreme commitments, AIA proposed a different perspective: that being healthy doesn’t have to mean running 10 kilometers, following strict diets, or investing in costly wellness programs. It could be as simple as taking a short walk, laughing more often, listening to music in traffic, or having a good karaoke time with friends in order to create a habit of always practising these healthy activities to foster a greater you in the future.
By tapping into real behaviors and everyday micro-moments, the campaign sought to shift AIA’s image from insurance provider to lifestyle ally. In an industry full of hard selling insurance ads and generic product messages, AIA chose to lead with purpose: to build a cultural movement that made people feel seen, supported, and motivated to take better care of themselves, on their own terms.
That belief became the foundation for the ‘AIA Rethink Healthy’ campaign.
The Methodology
Initial Planning: To reconnect health with everyday life, AIA designed Rethink Healthy as a cultural shift, not just a marketing campaign. The strategic framework focused on one key challenge: how to respond to a scary narrative around health and to not fall into the traditional messaging of insurance advertising. AIA Rethink Healthy is derived on 4 main key pillars:
- Music:
- Bringing the concert experience into the message that joy and relaxation are also part of staying healthy, and can, in fact, burn some calories too by doing moderate rigorous activities such as dancing, walking to a concert nearby you, freestyle dancing at home. among others.
- Internal events: live music and karaoke nights are also part of staying healthy.
- Relaxation:
- Reminding that enough rest and quality sleep is an essential aspect of health as well as exercise, as it lowers stress levels, which supports a healthier body and mind by allowing the nervous system to restore balance..
- Laughter:
- Highlighting that watching stand-up comedy or simply enjoying laughter with friends contributes to burning calories and reducing stress.
- Integrated into both campaign messaging and community activations.
- Nature:
- Showcasing how connecting with nature—outdoors, greenery, simple walks—can refresh body and mind.
- Internal activities inspired by this pillar were organised to tie back to the TVC storyline with Dion Wiyoko.
The campaign began with research-driven planning. AIA identified a key insight: the idea of health is widely available in the media, however most of it feels unattainable or disconnected from how people actually live. This is where AIA shows up differently, not with hard-selling or fear-based messaging, but by becoming part of the conversation and meeting audiences with understanding, not pressure.
Using Recognisable Content Formats: The focus was to meet users in the content formats they were already familiar with, such as memes, comment threads, and reels. AIA began by disrupting expectations. Instead of serving polished health tips, we hijacked people’s daily scrolls with content that looked and felt like it came from their friends, not a brand.
This is where Anya, AIA’s digital persona, re-enters the chat, this time as “Mimin AIA”. No longer just a brand voice, she’s a witty, no-filter “admin” who scrolls like a friend and comments like someone from your group chat. With humor and honesty, she pokes fun at wellness myths, hijacks memes, and drops relatable health tips, making wellness feel doable, not just aspirational.
Tapping KOLs for Exposure: Beyond Anya, the Rethink Healthy campaign expanded through high-impact online and offline channels. Actor Dion Wiyoko joined as brand ambassador, adding warmth and credibility. His campaign video appeared across major public touchpoints—LEDs in Blok M, FX Sudirman mall, cinemas, and elevator ads in apartments, offices, campuses, and malls across Jabodetabek and Surabaya.
To support the strategy, AIA also implemented targeted KOL seeding with lifestyle and wellness influencers, lifestyle and hobby communities, and collaborating with many media publishers to push digital visibility for Rethink Healthy
AIA Vitality Live: To top off the campaign, AIA also hosted its AIA Vitality Live Event. AIA Indonesia once again hosted AIA Vitality Live 2025 on August 24 2025, reaffirming AIA’s commitment to bringing to life its promise of Healthier, Longer, Better Lives through curated and relevant experiences.
AIA Vitality Live was designed to encourage the adoption of healthy behaviors, strengthen engagement within the AIA Vitality ecosystem, and amplify the “Rethink Healthy” message across digital, social, and out-of-home channels. The on-ground response was significant, with participation from more than 4,500 attendees and a surge in active users on the AIA Vitality app, which grew by 38.2%.
Through a combination of data-driven strategy, community engagement, and disciplined multi-channel distribution, AIA Vitality Live 2025 reinforces that “Rethink Healthy” is more than just a communication theme. It is a business approach that builds long-term value, transforming brand activation into a loyalty ecosystem that benefits customers, communities, and the company in a sustainable way.
Through its partnership with AIA, STEB Asia also secured several high visibility OOH around high-traffic spots in the business districts and Greater Jakarta Area with MRT Jakarta, reaching a broad audience.
In addition, STEB Asia collaborated with MRT Jakarta to create a special keychain charm that can be used as a top-up MRT ticket. During AIA Vitality Live, participants also enjoyed free MRT rides to and from Istora Mandiri Station, the nearest stop to the event venue.
AIA Vitality App: AIA Vitality is an application that can be downloaded through Google or Apple Store. As one of the results of the campaign, the AIA Vitality platform participation has exceeded 9 billion steps or the equivalent of 7,050,052 kilometers, about 175 times around the Earth, a figure that has doubled compared to 2023.
The health impact is also measurable: 66% of participants recorded a decrease in glucose levels, and 63% experienced lower blood pressure through monitoring features in the app. These figures strongly indicate that on-ground activation is driving sustainable behavioral change.
The Execution
After establishing the need to adapt the campaign to local context, multiple channels were used to execute the campaign:
- Digital & Traditional Media Penetration: Press conferences, media highlights, and strong key message amplification of Rethink Healthy.
- Lifestyle Integration via Fashion Trend (Blokecore Jersey): Using the AIA jersey styled in blokecore fashion to tap into youth and pop-culture relevance.
- KOL & Community Collaborations: Engaging bloggers, creators, and influencers to drive authentic conversations and wider reach.
- On-Ground & Online Activation: Blending offline activities and digital content to ensure Rethink Healthy stays visible and relatable.
The campaign was done in three phases in order to deliver awareness, engagement, and measurable impact across the target audience.
Phase One: ‘Hijacking Culture’: AIA interrupted people’s daily scrolls with content that didn’t feel like a brand talking. It felt like a friend. At the heart of this effort was Anya, an AI persona reimagined as a cheeky, relatable admin. She cracked jokes about gym guilt and sleep struggles, commented on memes, and joined conversations in Reels and sticker replies.
The tone was deliberately casual, yet the strategy was sharp: lean into what people were already talking about. Instead of polished health advice, the content rode real-time trends, turning health from a chore into something familiar, imperfect, and doable. As engagement rose, so did the campaign’s presence.
Phase Two: Bringing the Campaign Offline: AIA brought the campaign offline with bold out-of-home placements in key city spots: Blok M LEDs, FX Sudirman mall close to Jakarta sport stadium, and even cinemas. Actor Dion Wiyoko was introduced as brand ambassador, lending relevancy, warmth, and recognition to the movement. A press conference added credibility, gathering AIA leadership, health experts, and media representatives, and generating coverage in over 40 media publishers.
The event was an immersive experience. Attendees walked through motivational floor decals, took photos on stair-themed installations, tried AIA karaoke booths, visited sleep therapy corners, and joined expert-led wellness talks. It felt less like a brand
campaign and more like a community gathering around a shared value: health doesn’t have to be hard, it can start from any small step and can be joyful.
Phase Three: Building a Full Ecosystem: Digitally, the campaign built a full ecosystem. Meta, TikTok, YouTube, SEO, SEM, Google Performance Max, and AI-based Programmatic Interactive Ads, were all part of a full-funnel strategy that produced over 150 original content pieces. 6 Reels surpassed 300,000 views each, with 90% of engagement from non-followers. Instagram Stories hit a 23% interaction rate. Each month, over 30 trending topics were hijacked to stay top-of-mind and culturally relevant.
Influencer and community collaborations added intimacy to the message, through personal stories, humorous reflections, and real-life challenges. The message reached beyond social platforms into lifestyle spaces through events like Women’s 10K runs, stand-up comedy shows, and AIA Vitality Live.
Strategic tie-ins with other prominent health and lifestyle brands such as Celebrity Fitness, Fitness First, Erspo, Shopee, and Kopi Kenangan helped embed “Rethink Healthy” into everyday rituals, showing that wellness doesn’t always mean big sacrifices, it starts with small, better choices, in many life aspects for our mind and body.
The Results
In the four-month period post-launch, AIA saw a 1.5x increase in insurance memberships and policy sales. What began as a purpose-driven campaign became a strong growth driver—showing that emotional connection and commercial success can go hand in hand.
The campaign’s media performance further cemented its success. Across digital channels, it achieved 137.9 million reach, over 250 million impressions, 61.4 million engagements, 150.6 million video views, and 4.69 million clicks, a result of strategic targeting and engaging content across platforms.
In the end, Rethink Healthy shifted perception, sparked conversation, and drove impactful actions. By choosing to speak with people—not at them, AIA redefined what brand storytelling could look like in insurance. From campaign metrics to market preference, it became a blueprint for how modern insurance brands can lead with purpose and still win on performance.
