#asianads

AIA recently launched a campaign to promote the benefits of sleep to Asian people. The campaign was launched because it is believed and study has shown that many Asians believe sleep should be sacrificed in order to get ahead. Some Asian countries, with Singapore ranking top, are among the world’s worst sleepers. There’s a study that found that most Singaporeans ranked their sleep as ‘somewhat well’ or ‘not well’, with an average of 6.3 hours clocked on weeknights.

To remedy the misconception and statistics, AIA has launched a campaign. The campaign is called ‘One More Hour’ and to drive home the point of the message, AIA has enlisted the help of David Beckham.

About the ‘One More Hour’ Campaign

The ‘One More Hour’ campaign was created by BBDO Singapore. The campaign will span across video, social and print. Its campaign will be character-led brand videos and will feature top tips from AIA talent, including David Beckham, Tottenham Hotspur and Jeremy Pang. The spots featured in the campaign were made in partnership with Amsterdam-based director, Kay Lindhout and Singapore’s own Abundant productions. The videos released asked the question ‘who will you be when you wake up?’. One of the spots tells the story of a family of three. The parents struggle to wake up when their child wakes up each morning. When they decided to be more disciplined about earlier bedtime, they are able to wake up early to surprise their child as she comes to wake them up. The AIA campaign was created to promote the benefits of sleep, it was also created to counter the misconceptions that sleeping fewer hours leads to success. https://youtu.be/Vh-6AvM_kM4

AIA Speaks about the Campaign