AIA wanted to engage their employees and business partners throughout APAC behind their flagship partnership with Tottenham Hotspur. The objective was to deliver a proprietary regional event, which could generate new business opportunities, deepen customer relationships and support AIA’s commitment to encourage people to lead healthier, longer, better lives.
The AIA Championship is an annual, regional 5-a-side football tournament open to all 16 AIA markets, targeting AIA’s internal audience of staff and agents in one league, with bank partners, customers and Spurs supporter clubs in another.
An incredible 21 teams participated in the Regional Playoffs in Hong Kong and the 4 Grand Finalists received a money-can’t-buy experience - a trip to London where they met the Spurs’ First Team and played the final at the Spurs Training Centre.
We worked with each local market in a consultative role, supporting their own activation, and also delivered the Regional Qualifier tournament and the London Grand Finals experience end-to-end.
Over 1,300+ employees participated in the tournament, (+32% yoy), and the tournament generated over 3 million views across online media platforms. Over 300K web viewers tuned in to the live stream of the Grand Final itself, a 500% year on year increase. Additionally, the media value generated through online channels reached USD1.1 million.