Marketing Predictions for 2025 from AIA Hong Kong and Macau’s Melissa Wong
- Wong names the return of the AIA Carnival, and its ability to promote meaningful connections, as a standout moment of 2024
- AIA’s marketing efforts in 2025 will focus on breaking down stereotypes and promoting a holistic approach to health and wellness
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Kevin Huang, chief operating officer, SCMP and Melissa Wong, chief customer and marketing officer, AIA Hong Kong and Macau
As the chief customer and marketing officer of AIA Hong Kong and Macau, Melissa Wong has been at the forefront of her company’s efforts to make health and wellness more accessible and relatable to the people of Hong Kong: “It’s really important in Hong Kong,” she says. “As you know, we have a long life expectancy and we want to drive more people to think about health – to go from thinking of life as a number to life as a health span.”
“There’s so much we can choose from, so many initiatives we can do,” she says. “Navigating and evaluating all those options and deciding what exactly we want to do to make a difference for our customers – that’s really been the focus for all of us.”
She adds that success in this regard lies in being courageous and selecting a few critical initiatives to drive maximum impact.
Sparking Human Connections
Looking back at 2024, one of Wong’s standout moments was the return of the AIA Carnival, which had been put on hold because of the Covid-19 pandemic. “Seeing those smiles and how contagious laughter can be – it’s just incredible,” she says. “It was a priceless reminder of how much real-life experiences mean to so many people.”
Wong adds that the AIA Carnival showed the importance of bringing people together from all ages and backgrounds – from families to retirees.
“While we must continue to innovate digitally, we have to be very conscious that real-life interactions and the human-to-human touch is irreplaceable,” she says.
Breaking Stereotypes
Looking ahead this year, Wong sees AIA’s marketing efforts as being “purposeful” and deeply rooted in the company’s mission. The focus will be on breaking down stereotypes and promoting a holistic approach to health and wellness. The “Rethink Healthy” conversation, described by Wong as a “content-driven initiative about breaking that stereotype on what it means to be healthy”, will be a cornerstone of this endeavour.
