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BBDO Singapore and AIA tackle sleep deprivation with Asia-wide marketing push

BBDO Singapore has developed a campaign for insurance firm AIA with the aim of solving the issue of sleep deprivation in the region.

The work spans brand films, social and print content.

After an initial launch in Singapore, Thailand, Malaysia and Indonesia, the campaign #onemorehour, will extend across the region.

BBDO said it is seeking to eliminate misconceptions that sleep needs to be sacrificed in order to “get ahead”.

BBDO Singapore managing director Nick Morrell said: “It’s staggering how much of an issue sleep deprivation is across Asia. We’re proud to have worked alongside AIA to deliver a programme that could really move the needle and help improve lives across the region.”

The physical and physiological benefits associated with getting sufficient sleep feature on AIA’s new sleep content hub.

“Research indicates sleep deprivation greatly affects an increasing number of people in Asia and because of this, we are taking a stand, raising the issue and seeking to change the narrative that sleep is not worth our time; it absolutely is,” AIA group chief marketing officer Stuart Spencer said. “This programme is the embodiment of our long-term commitment to helping our customers live Healthier, Longer, Better Lives. BBDO has done a great job bringing this idea to life.”

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