NEWS: Groundbreaking ‘700-Day Itch’ Film Kickstarts AIA Malaysia Recruitment Campaign1 min read

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AIA Malaysia has launched its latest agent recruitment campaign for the AIA Elite Academy. Created in collaboration with Leo Burnett Malaysia and production house Société Film, the campaign taps into the psyche of skilled professionals who may be experiencing stagnation in their current roles, offering them a career in AIA.

The campaign kickstarts with a two-minute launch film which is shot in a public service announcement style and starts off like a horror movie.

The concept of the film was developed after speaking to multiple graduates of the Elite Academy’s pilot programme, as well as AIA agents who moved to AIA from other career paths. Also, the latest agent recruitment campaign is not a general one, but one to attract top-tier talent to AIA Elite Academy, which was newly formed in 2019 after a pilot version of the programme was tested the previous year.

Heng Zee Wang, chief marketing officer of AIA Malaysia, said the AIA Elite Academy is an “exclusive on-boarding programme” which equips new AIA agents “with the necessary skills to excel in their profession”. He added that since this programme is the “first of its kind” in the industry, AIA Malaysia wanted “an equally groundbreaking campaign” to publicise it.

Watch the launch film and read the full article here>>

Photo credit: Marketing Interactive