The challenge

How to trigger the youth, who thinks they don’t have a need for insurance, to buy insurance?

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AIA assigned us the brief of developing an entirely fresh sub-brand with a targeted focus on a younger demographic. This sub-brand is set to be introduced as a digital insurance offering on Tiki, an online shopping platform in Vietnam. The new brand need brand strategy and user flow. Follow that, we need to design the brand identity, store UI, and promotional campaign for this innovative insurance product.

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Creative idea

One universal truth about the youth is that they don’t wanna live by any preset formula.
Mostly everything is done out of a natural impulsive desire.
Or in one word: spontaneous.  
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But spontaneous doesn’t mean irresponsible or reckless.
SPONTANEOUS is the flexibility to live by the freedom to choose anywhere to go, anyone to be with, anytime to do.
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Introducing AIA Ani, with the convenience of Tiki, you can purchase an insurance anywhere, anytime, for anyone.

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