Here to Play

THE IDEA- CHAMPIONING FILIPINOS’ HEALTH THROUGH SPORTS​

AIA Philippines, one of the country’s leading insurance providers, has always believed in the power of sports, to inspire healthier lifestyle and positive values. ​

To bring this vision to life, they launched AIA Here to Play—a nationwide football tryout offering aspiring Filipino amateur players the chance to represent their country at the AIA Championships 2024 in London, with free roundtrip airfare and accommodation. ​

The campaign tapped into the passion for football in the Philippines, creating a unique platform for talent to shine while reinforcing AIA's commitment to health and well-being.​

EXECUTION- GETTING THE BALL ROLLING​ TOWARDS WELL-BEING

AIA Here to Play was strategically rolled out in three phases: ​

1. KICKOFF: Eye-catching visuals and dynamic CGI teasers were deployed across social media platforms, capturing attention and generating excitement and driving sign-ups—quickly filling the tryout roster. ​
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2. TRYOUTS AND TRAININGS: The journey of the selected players became the heart of the campaign. Through regular online updates, AIA shared their stories of dedication, hard work, and camaraderie. This behind-the-scenes access not only humanized the campaign but also fostered a deep sense of connection with the players, rallying public support. ​

3. THE LONDON EXPERIENCE: The climax of the campaign unfolded on the global stage. Live coverage of the AIA Championships, beamed directly from London, allowed fans to witness the players' journey. Player-generated content also added an authentic layer, creating a truly immersive experience.​

RESULTS- SCORING THE ULTIMATE GOAL​

Undeniably, AIA Here to Play was a success.​

The initial response was overwhelming: ​

268 aspiring footballers registered within just 8 days. ​

It also reached 8.5 million people and amassed 23 million impressions, plus 4.8 million views across various platforms. ​

These numbers speak volumes about the campaign's resonance and ability to capture the imagination of the Filipino public. ​

AIA Here to Play effectively showcased the transformative power of sports, inspiring a nation and demonstrating the brand's commitment to empowering individuals to live #HealthierLongerBetterLives.​