Mini managers provide new business opportunities

We created a competition for children in the Asia-Pacific region who aspired to work in football, opening the door to ‘young families’ a key target audience for AIA.

AIA wanted to increase brand awareness amongst ‘young families’ in the Asia-Pacific (APAC) region, to help engage a wider audience for potential new business opportunities.


Utilising AIA’s partnership with Tottenham Hotspur FC, we devised a competition where aspiring young managers had to submit a video of a motivational team talk. The prize was a once-in-a-lifetime opportunity to be a mascot at a home match, watch the first team train and interview the manager, Mauricio Pochettino.


More than 300 entries were received from the three participating markets (Indonesia, Thailand and Singapore), opening the door to a key target audience for AIA. The two winners were crowned as the AIA Mini Managers for 2016 and embarked on a once-in-a-lifetime trip to London.