The Work
Staff Writer
Jan 1, 2013

AIA organises 'flash mobs' in HK to plug sponsored K-POP concert

HONG KONG - As part of AIA’s efforts to understand and engage younger people, it has sponsored a K-POP concert for the first time and promoted awareness of it with 'flash mobs' in the streets of Hong Kong.

The move is part of an initiative to rejuvenate the AIA brand in the city. Its specific Facebook page for the concert, which will feature BEAST, 4Minute and APink, has grown from a totally non-existent fan base to having more than 5,300 likes in less than two months.

Source:
Campaign China

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