Background

AIA Indonesia collaborated with Coldplay during their Sustainable World Tour, aiming to raise awareness about

Indonesia’s deforestation crisis while aligning with AIA’s corporate goal of achieving net-zero emissions by 2050. The campaign sought to position AIA as a leader in environmental sustainability by combining a high-profile partnership with tangible action through reforestation efforts, while also driving business growth.

Challenge

Over the past two decades, Indonesia, the eighth-largest greenhouse gas emitter, has lost roughly 10 million hectares of primary forest. AIA Indonesia understood the need of tackling environmental issues while competing in the insurance business. The objective was to link AIA's business activity to a major environmental cause to raise awareness and action.

Solutions

The campaign featured a powerful Coldplay collaboration and several essential elements:

1. "One Policy One Tree" Initiative: AIA planted a tree in Kalimantan for every insurance sold, linking its financial success to its environmental efforts. The goal was 100,000 trees.

2. Creative Storytelling: Coldplay's "Humankind" helped AIA's marketing narrative include sustainability by connecting audiences to the reforestation program emotionally.

3. AIA offered fans exclusive band interactions and digital content using Coldplay's fame. The campaign produced entertaining concert footage, behind-the-scenes movies, and social media sustainability messages.

4. Multi-Channel Engagement: The campaign included social media, PR, OOH advertising, and website connections. This cross-platform activation increased reach and engagement, appealing to Coldplay fans and eco-conscious shoppers.

Impact

• Business Growth: In three weeks, the campaign generated 59% new business value, exceeding past campaigns.

• Brand Awareness: Over 11.45 million Indonesians were reached online, boosting AIA's visibility and sustainability leadership. The ad resonated with 80,000 concertgoers and produced social media conversation and brand affinity through user-generated content.

• Environmental Impact: AIA's environmental initiatives were highlighted by the campaign's 100,000 Kalimantan tree planting.

• Customer Acquisition: "One Policy One Tree" increased policy sign-ups, proving the campaign's capacity to turn sustainability into business success.

• Market Leadership: AIA Indonesia redefined insurance CSR by mixing entertainment, sustainability, and commercial growth. The collaboration brought global attention to Indonesia's deforestation and showed corporate-led climate solutions.

This innovative approach solidified AIA Indonesia’s reputation as a purpose-driven company, aligning business success with long-term environmental sustainability