Insurance · Gen Z
Finding AIA's way into Gen Z: segmentation and a brand workshop
AIA Singapore · Havas Media Singapore · 2024
- Brief
- Grow relevance with Gen Z
- Data
- YouGov Profiles, GWI, equity research
- Format
- Full-day COMPASS workshop
- Output
- Brand directions
The challenge
AIA was well known among young Singaporeans, but that awareness was not turning into familiarity or consideration. Gen Z also felt stereotyped by most insurance and financial advertising.
The approach
The workshop covered four stages: culture, consumer, competition and brand. It mapped four cultural tensions, from financial anxiety to the wish to be seen as individuals. It then segmented Gen Z on two behavioural dimensions, giving each tribe a size, a profile and a job to be done.
My role
Designed and facilitated the cross-functional workshop with the client team, and built the cultural, consumer and competitive analysis behind it.
The outcome
The client left with a sized segmentation, communication priorities for each tribe, and two proposed brand ideas built on the tension between societal pressure to succeed and Gen Z's wish to live well on their own terms.