AIA 30th Anniversary Carnival
A brand-carnival mini-program marking AIA Insurance's 30 years in mainland China. Around a warm, cosmic key visual, the product weaves OA acquisition, a live-stream journey and lucky-draw play into one celebratory experience — 美好时光 · 始终“友”你.
- Client
- AIA · 友邦保险
- Sector
- Insurance · Campaign
- Role
- UI & Visual Design
- Deliverable
- Mini-Program · Live · KV
Thirty years, one billion journeys.
AIA is a life-insurance group listed on the Hong Kong Stock Exchange, spanning 18 markets across Asia-Pacific — from health management and protection to disease recovery and asset management. To celebrate 30 years in the mainland market, this mini-program hosts a large-scale brand carnival: promoting the brand, driving acquisition, and thanking employees, customers and prospects alike.
100 yrs+
History across Asia-Pacific
40M+
Individual policies
17M+
Group-plan participants
$302B
Total assets under management
Three audiences, one celebration.
A year-end gala experience for AIA's own people — celebration, lucky draws and playful mechanics that turn milestones into shared joy.
Helping new and existing customers step closer to the brand atmosphere — building cultural belonging and deeper identification with AIA.
Drawing in health-and-protection minded audiences, introducing the brand story and nudging them gently toward conversion.
Brand. Share. Celebrate.
Brand
Stars gathered, a professional team — an anniversary stage that elevates AIA's brand presence.
Share
New and returning customers look back on 30 years together, spreading the story outward.
Celebrate
A lively festive atmosphere carried by multiple play mechanics and interactive moments.
A city, a clock, and warm-hearted people.
Keeping AIA's brand color, the key visual adds tender human-interest themes — the old, the middle-aged and the young — set against a city skyline and a giant clock that make the anniversary theme unmistakable. A cosmic dusk palette of magenta, violet and warm cloud-pink carries the feeling of good times, always by your side.
Warm-up, live day, and after.
The activity runs across three stages. A long warm-up phase drives bookings and coupons; the live day focuses on the home and coupon flow; and the post-live phase keeps the reward loop alive — each stage mapping cleanly onto its own set of screens.
From home page to live stream.
The mini-program home page and the WeChat Channels live-stream page share one continuous visual language — the AIA clock rising over a glowing city, framed by round-table forum bookings, star-studded gala reservations and a lucky-draw coupon system.
