SCMP partnered with AIA Alta throughout its first year to create a video-led content series highlighting the mission of this membership programme and the shift by insurance companies to focus on holistic health.

The six-episode series, titled “Wellness Conversations”, featured video interviews with influential Hong Kong personalities, who discussed how wellness makes an impact on their success and lifestyle. This approach allowed AIA to tell in-depth stories that resonated far beyond the typical celebrity endorsement campaign – something SCMP is able to uniquely achieve because of its sophisticated audience and the high standards for its content.

By drawing awareness to holistic health through different local personalities who are not often interviewed for their experiences or insights with mental or physical well-being, the campaign showed how AIA is digging deep under the surface of this topic. In addition, the personal stories shared on camera by these personalities proved successful in engaging affluent audiences in Hong Kong and Macau.

The partnership culminated with the first anniversary of AIA Alta, for which SCMP produced a video plus digital and print articles featuring Siobhan Haughey, Hong Kong’s world champion swimmer and Olympic medallist.