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AIA Vietnam

50,000+ Leads generated from the "FREE COVID-19" Campaign

As a leading life insurance company in Vietnam, AIA Vietnam's Marketing team launched the "FREE COVID-19" customer appreciation and support campaign. The campaign aimed to manage and collect potential customer data using HubSpot CRM, successfully attracting over 50,000 lead registrations within two months of implementation.

Software

HubSpot CRM

Marketing Hub Enterprise

Sales Hub Professional

Operations Hub Professional

Features

Automation Workflows

Custom Code

Custom Objects

Forms & Landing pages

Sandbox

9,500+

Leads acquired within the first 14 days of launching the "FREE COVID-19" campaign

50,704

Leads acquired after 2 months of implementing the "FREE COVID-19" campaign

Project Overview
0- AIA-1

 

 

For nearly a century, AIA—the world’s largest independent life insurance group with Asian roots—has been meeting the ever-evolving needs of millions across the Asia-Pacific region. Established in 2000, AIA has continuously expanded its scale and market presence, not only across 18 countries in the region but also globally. With strong financial resources and a commitment to “Innovation for Differentiation,” AIA consistently pioneers world-class service experiences for its customers.

AIA Vietnam, aligned with this mission, aims to become the leading life insurance company in Vietnam.

  • Industry: Insurance
  • Scale: Large enterprise (>1,000 employees)
  • Operating region: Asia-Pacific
  • Use Case: Free COVID-19 Campaign HubSpot
  • Subscription: Marketing Hub Enterprise, Sales Hub Professional, Operations Hub Professional
  • Implementation period: From November 19, 2021

Challenges and Issues

  • Sales activities remain traditional, relying heavily on direct agents despite having strong digital transformation resources. This creates a risk of inconsistent service quality and sales performance across different agents.
  • Difficulties in digitalizing marketing activities. Specifically, AIA lacked an intelligent tool to manage key input and output metrics for these operations, such as lead data management, accurate campaign reporting, and ROI measurement. This resulted in misalignment in lead distribution to agents and sales channels compared to the initial plan. Overall, efforts to attract and acquire potential customers were not as effective relative to the investment cost.
  • Data remained fragmented across multiple platforms without a clear strategic framework. This created the need for a unified platform to track and manage the customer journey as a core data foundation. Using multiple tools for different customer touchpoints made it challenging to consolidate and verify final results.
  • Frequent collaboration with multiple stakeholders across departments was required, leading to dependency on siloed teams that were reluctant to share information. This created challenges in executing a fully integrated marketing campaign.
  • The lack of alignment between Sales and Marketing negatively impacted AIA's business performance.

Target

Customer Expectations in the "Free COVID-19" Campaign

aia-hubspot-crm
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Transformation

Increase the conversion rate from Visitors to Leads (measured by new registrations on the campaign's Landing page) with traffic coming from all Digital Marketing channels within 1 month.

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Solution

Provide a comprehensive solution package to address the existing weaknesses and deliver a completely new experience for AIA's customers in the ongoing Free Covid-19 campaign.

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Implementation

Execute marketing activities across diverse digital platforms, then drive traffic to the campaign's main page to convert visitors into registrations. The data is then centralized in HubSpot CRM for nurturing and handed over to Sales for follow-up.

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System

Finally, AIA expects GAPIT and HubSpot to assist in establishing a consistent, comprehensive, and optimized management system capable of flexible integration with other systems required by AIA's Marketing and Sales departments to execute the campaign.

GAPIT HubSpot Proposed Solution

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HubSpot CRM

Utilize CRM to centrally store a large volume of leads collected within a short campaign period while ensuring seamless and continuous data transmission. Implement data cleaning and formatting to keep the data "clean" and "accurate."

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Automation Workflows

Automatically segment and accurately assign each potential customer to the appropriate agent based on levels, regions, and agencies, following AIA's desired logic.

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Marketing Hub Enterprise

Provide consultation, customization, and optimization of marketing tools (including Lead Forms and Landing Pages) while assessing lead quality (Lead Qualification) based on the specific requirements of the insurance industry.

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Sales Hub and Operation Hub

Sales receives new lead notifications via mobile and email, enabling quick engagement with potential customers. Custom code is applied to tailor desired functionalities for Forms, Workflows, and Landing Pages.

Sumary 

Achievements After AIA's "Free COVID-19" Campaign

From the results achieved through the FREE COVID-19 campaign implemented on the HubSpot platform, GAPIT has helped AIA significantly improve its marketing effectiveness and business operations, not only during the COVID period but also laying a solid foundation for future campaigns with other product lines such as the 2022 Tet Campaign, FREE Travel Campaign, AIA Insurance Agent Recruitment Campaign, and more.
Proud to be the only Platinum Partner of HubSpot from Vietnam, GAPIT is trusted and chosen for its deep understanding of the challenges businesses face when implementing CRM solutions and effectively addressing the difficulties customers encounter when using this new set of tools for the first time. GAPIT plays a crucial role as a reliable partner, contributing significantly to the success of the campaigns that businesses aim to achieve.