Supporting 500 investment professionals through change.
AIA is a large life insurance group with a presence in 18 markets across the Asia-Pacific region. Important new compliance regulations meant that 500 key investment team members needed to adopt fresh new global standards for financial services and a new way of working together.
Support 500 investment, compliance and risk professionals through a change in financial standards.
What we did
Our Story Shaping programme, involving the Head of Investment and project team, identified the important themes and laid firm foundations for the story. A story that would get the investment team excited about working energetically in sync to new standards.
We built a campaign around seven animations – a new medium that would surprise and engage. Keeping them simple helped the audience to absorb the changes, and we created a visual style that would act as a distinctive brand for ongoing communication. Focusing on the greater goal of AIA’s continually rising standards, using a ‘carrot, not stick’ strategy, we engaged these investment professionals in a collective effort to reach them. The campaign name ‘Together, we’re changing’ is inclusive of all functions and reinforces the idea of support.
The first three episodes of our campaign schedule included:
- The big picture: where expectations shifted, the story got its impetus and everyone knew that something important was happening.
- Making the connections: the rollout of workshops and shorter animations for momentum and additional context.
- Navigating the detail: a comprehensive set of user-friendly takeaway tools to help bed in the new way of working and prevent the audience from reverting to old practices.
“The audience has not seen anything like this at AIA before. We’ve made our impact and delivered our intended message.” “The highest level of engagement for any of the sessions that day.” “Engaging even for people in the audience who aren’t necessarily involved with the roll-out.”
Responses to an emailed survey sent to employees after the workshops showed a clearer understanding of their role in the group and excitement about the function’s future.
The project team reported: “Although the programme is only in the early stages of being rolled out, we see it being a real success. So far, everyone’s on board and the tools are being used. The early positive adoption is a really good sign!”