MarketingConference CoverageVIDEO: How AIA Is Innovating From the Outside In

VIDEO: How AIA Is Innovating From the Outside In

Why would insurance giant AIA align itself with an accelerator program for startups in Asia? Alyssa Tam, director, AIA Edge, shares the benefits during a keynote case study at ClickZ Live Hong Kong.

AIA’s decision to sponsor an accelerator program for startups in Asia is as much about being seen to be innovative as it is about staying relevant in the age of disruption, says Alyssa Tam, director, AIA Edge, AIA Group.

In a keynote case study at ClickZ Live Hong Kong, Tam shared the health insurer’s experience in sponsoring eight startups in the health and wearable technology sectors as part of the AIA Accelerator program earlier this year.

The insurance industry is one of several sectors at particular risk of losing relevancy to disruptive technologies, says Tam.

“What we really wanted to do is to learn and understand what is happening outside in order to connect startups and the entrepreneur community here in Hong Kong and potentially across Asia,” said Tam at ClickZ Live Hong Kong.

“Because at the end of the day, we want to stay relevant. We are a very successful company, and we want to continue to be that for the years to come,” she said.

In this video, Tam explains how the AIA Accelerator program has helped the insurer to step out of its “comfort zone” to keep ahead of the curve and better understand the competition it faces in the years ahead. She also discusses how social media and paid social helped market the accelerator course well beyond Asia within a tight marketing budget.

Related Articles

Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

10m Al Roberts
Seven ways to future-proof your digital strategy

Asia Seven ways to future-proof your digital strategy

1y Sophie Loras
How can chief marketing officers use disruption to stay ahead?

Asia How can chief marketing officers use disruption to stay ahead?

1y Sophie Loras
How will the mass adoption of virtual reality disrupt media and advertising?

AR & VR How will the mass adoption of virtual reality disrupt media and advertising?

1y Sophie Loras
American Apparel: driving customer centricity in an omnichannel world

Analytics American Apparel: driving customer centricity in an omnichannel world

1y Sophie Loras
What's holding back CMOs in Asia?

Asia What's holding back CMOs in Asia?

1y Sophie Loras
What do the jobs of the future look like in an AI world?

Asia What do the jobs of the future look like in an AI world?

1y Sophie Loras
How brands in Hong Kong are cashing in on Pokémon GO

Asia How brands in Hong Kong are cashing in on Pokémon GO

1y Sophie Loras