Aegon-CNOOC launches new brand campaign in China

December 10, 2009

Aegon-CNOOC – Aegon’s joint venture in China – has launched a new branding and advertising campaign, aimed at further strengthening the company’s position in the Chinese market.

As part of the campaign, Aegon-CNOOC has unveiled a new company logo and a new Chinese language name, as well as launching a series of television and outdoor advertisements featuring the world famous Chinese classical pianist and Aegon ambassador Lang Lang.

Since it was formed in 2002, Aegon-CNOOC has been steadily expanding its operations in China. Today, the company has activities in provinces across the country and access to a potential market of more than 450 million people.

Over recent years, economic growth has led to the emergence of a new urban middle class in China, spurring demand for life insurance, pensions and other investment products. China is one of Aegon’s key growth markets in Asia, along with India and Japan.

Aegon-CNOOC’s new campaign is designed to increase awareness of the company’s name and brand in China and strengthen its distribution efforts.
Much of the campaign is based around the idea of a ‘perfect team’ – a combination of Aegon’s expertise in the global insurance industry and CNOOC’s strong reputation in the Chinese market. The company’s new logo combines the blue of Aegon with the red of CNOOC, one of China’s largest energy companies. 

Aegon in China

Aegon launched its joint venture with China National Offshore Oil Corporation (CNOOC) six years ago. The two companies opened their first office together in Shanghai in 2003. Since then, Aegon-CNOOC has expanded across China’s eastern provinces. Today, Aegon-CNOOC has access to a potential market of more than 450 million people.

Lang Lang – one of the world’s best known classical pianists

In February this year, Aegon teamed up with classical pianist Lang Lang as part of a broader program to increase awareness of the Aegon brand both in China and across the world. Aegon has agreed a three-year partnership with Lang Lang, one of the world’s best known classical musicians and recording artists.

At the age of just 27, Lang Lang has played to sold-out recitals in every major city around the world, and has star status in his home country. In 2008, more than five billion television viewers watched Lang Lang’s performance at the opening ceremony of the Beijing Olympics.

As part of Aegon-CNOOC’s new campaign, Lang Lang stars in a  TV advertisement which will soon be airing across China.