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AIA and The Power of Asia
CLIENT: AIA PRODUCT: Brand positioning in AsiaMEDIUM: Print/The Straits TimesMARKET: Consumers in Asia ATTRACTION: Whilst not the most elegant of visuals, the image of a mountain is certainly loud, and presents a clear, if not cheap association with the AIA brand. The contrasting red, blue, and white hues ensure the copy pops out, whilst the mountain visual as a symbol of nature is offset by the AIA branding, which reflects the man-made world of financial services. These contrasts are interesting, and do enough to draw you in. POSITIONING: Found in the Home section of The Straits Times, the physical positioning is solid, if a little unimaginative. In terms of relational positioning, the visual emphasis on nature, as opposed to people/lifestyle/fam ily is refreshing amongst insurance/financial service providers, yet is something of a standalone gesture that, we would argue, lacks integration with the rest of the ad. ANALYSIS: The red text box stands out, and represents the AIA brand. The header – “Th
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