Launched in 2015
AIA wanted to launch a branding exercise in Kuala Lumpur by implementing a social marketing campaign, with the objective of reaching out and connecting with the Muslim community during Ramadan.
We then designed and built an interactive machine where consumers were asked to record a 3-second video message to share what they are grateful for in their life. For every video message recorded, a box of food would be dispensed for the participant to consume after fasting hours. The video would also be uploaded onto a microsite.
What is the Experience?
Passers-by could approach the AIA mobile van and enter the vehicle, where they will notice an interactive redemption machine. Visitors recorded a short snippet of what they are thankful for in life through the large redemption kiosk and received a gift for their earnest participation. Passers-by could approach the AIA mobile van and enter the vehicle, where they will notice an interactive redemption machine. Visitors recorded a short snippet of what they are thankful for in life through the large redemption kiosk and received a gift for their earnest participation.
To give back to society. Visitors who completed their experience with the redemption machine were rewarded with a package of food; AIA also donated RM10 to an orphanage for every visitor that participated. They could rewatch their recorded snippet online as well through the campaign’s official microsite.
The AIA redemption machine is fitted with a camera to record the in front of the machine. Once the snippet is done, the users will key in their contact information and a pack of food will be dispensed from the machine as well. Through server-based networking, the snippets are uploaded to the campaign’s microsite for the user’s viewing pleasure.
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