This year, Lifehackers of AIA Philippines (formerly AIA Philam Life) saw 20 teams of undergraduate college students and young professionals battling it out for the most innovative insurance solutions that will help more Filipinos’ lives healthier, longer, and better.
Started in 2019, the event in its fourth season aims to showcase AIA Philippines as a life insurance company at the forefront of innovation and digitalization.
Team Indieco (Ava Arnejo, Leah Cionco, and Natalya Patolot ) won both in the Marketing and Products & Services category for their entries – an advertising campaign called Anak Ito’y Atin, and AIA Portal, an online site that allows customers to view existing policies, apply for claims, pay online, connect to a financial adviser, browse through financial articles and free financial literacy courses, allocate funds according to what they need, and switch fund allocations.
The competition categories were Technology or Data Solutions, Marketing Solutions, and Products and Services Solutions. Participants for the college group were aged 18 to 21, while young professionals were aged 21 to 25.
Participants first presented their life-hacking solutions online before giving their best pitches in the final round on a live stage, facing the AIA Philippines executives and the other competitors. They were given the challenge of coming up with solutions that can help address the problem statement: In a cluttered digital landscape where all competitors are trying to catch the attention of consumers, how can quality leads be generated that are primed to either start a conversation with an advisor or purchase a life insurance policy?
Victor Carlo Chan from IBM Business Services, Albert Cona from Arcadian, and Rick Zafe from AiPaygo of Team John 10:10 proposed “my AIA Super App” which allows chats and news on relevant topics such as finances and health and insurance product reviews. It also has various such as games to earn rewards.
The Technology or Data solution category included proposals that used technology or data solutions while the Product and Service solution category are proposals on products and services that can help address the problem statement. The marketing solution, on the other hand, was about creating a marketing proposal that would contribute to the problem statement.
The winning team for the Technology category under the college students’ group was Bagel Beasts who created AIA Vitality Pet. It brings insurance to young adults by creating a game whose main character is a virtual pet that represents the customer. The goal of the game is to keep the virtual pet healthy by availing of insurance products and the customer doing healthy activities like exercising.
Team Bagel Beasts composed of Cheska Elise Hung from the Ateneo de Manila University and Tofelle John Jipos, John Timothy Mater, Jedrek Rodriguez, and Ella Mae Zhuang from the University of the Philippines won in the technology category for their proposal, AIA Vitality Pet.
As the virtual pet becomes healthier, customers earn reward points they can use for insurance product discounts or for purchases at restaurants and other shops. The team members were Cheska Elise Hung from the Ateneo de Manila University and the rest from the University of the Philippines are Tofelle John Jipos, John Timothy Mater, Jedrek Rodriguez, and Ella Mae Zhuang.
The winning entry under the Products & Services Category in the Student Division was AIA Adapt by Team Pending (University of the Philippines are John Markton Olarte, KC Anne Isturis, Misael Angelo Zausa, Mariefher Grace Villanueva, and Erru Torculas).
For the Marketing category, the winner was Tito Juans who created AIA Bridge the Gap. It aims to reach more customers by using memes on social media, comic-like stories, and short infographics that educate them about the benefits of insurance. In this way, insurance becomes more engaging and its benefits more shareable. The team members from the Technological University of the Philippines are John Cedric Angeles, John Michael Bricia, John Roland Luzong, and Johndel Patrick Torrizo
For the Products and Services category, the winning team was Team Pending which created AIA Adapt. It identifies the needs of customers through a web-based survey and modularized policies where they answer a series of relevant questions. Because they are presented as a survey and not a hard sell pitch, customers will feel more open to sharing concerns and less pressured or less annoyed.
And with its policy modules, other members of the family can create their own set of policies easily accessible on a single web platform.
Using the customer answers, insurance recommendations will be presented at the end of the survey as a puzzle piece. Customers can upgrade the policy to complete the puzzle or downgrade over time as needed. Team members from the University of the Philippines are John Markton Olarte, KC Anne Isturis, Misael Angelo Zausa, Mariefher Grace Villanueva, and Erru Torculas.
For the Marketing category, the winner was Tito Juans (John Cedric Angeles, John Michael Bricia, John Roland Luzong, and Johndel Patrick Torrizo) who created AIA Bridge the Gap which uses memes on social media, comic-like stories, and short infographics that educate potential customers about the benefits of insurance.
For the young professionals, the Technology category winner was John 10:10 who created the my AIA Super App. It is the Lazada, Shopee, or KonsultaMD of insurance that allows chats and news on relevant topics such as finances and health and insurance product reviews.
And because it is a super app, it is linked to the AIA Vitality app. Customers can buy a policy within the chat itself. As another unique feature, it is gamified where customers earn reward points and join online raffles. Through the AIA Super App with its chatbot and social media-like experience, learning about insurance and buying products feel more familiar, natural, and fun. Team members were Victor Carlo Chan from IBM Business Services, Albert Cona from Arcadian, and Rick Zafe from AiPaygo.
For the Marketing category, Team Indieco brought home the grand prize, with their winning advertising campaign proposal Anak Ito’y Atin. Unlike marketing messages of other insurance brand competitors that highlight the challenges and needs only of individual customers, AIA focuses on insurance benefits as parents’ gifts to their children. Its key message: Life insurance ensures their children will be financially secure and taken care of if they (and their income) are no longer around.
20 teams of undergraduate college students and young professionals battled it out for the most innovative insurance solutions that will help more Filipinos’ lives healthier, longer, and better at Lifehackers 2022.
The campaign will be featured through testimonials and commercials online and on television in physical areas like hospitals and airports. They can also be shown in family events, parent-student events, and educational forums. Team members from Indieco are Ava Arnejo, Leah Cionco, and Natalya Patolot.
For the Products and Services category, Team Indieco also emerged as the winner with its online AIA Portal. Without confusing and complicated language or jargon, it allows customers to view existing policies, apply for claims, pay online, connect to a financial adviser, browse through financial articles and free financial literacy courses, allocate funds according to what they need, and switch fund allocations.
Each winning team received PHP100,000 in cash prize.
Catch the highlights of the on-ground Final Battle held after the online preliminaries in this video:
AIA Philippines would like to acknowledge the knowledge partners (Argao Psych, Google, Jungo Pinoy, Mullenlowe Treyna, Ogilvy & Mather, Pino Studio, Qairos, RGC, SMMPh, and Talents is Everywhere) and sponsors (Enchanted Kingdom and Angkas) of AIA Lifehackers.
Explore the benefits of insurance and other investments of AIA Philippines. Visit AIA Philippines on Facebook, Instagram, and its website at https://www.aia.com.ph.
ADVT.