Uplifting EastWest Ageas with the Power of PURPLE

Using a six-point PURPLE Approach, the campaign has now reached 16 million Filipinos, at the same time increasing the brand reputation of EastWest Ageas 10 points from 12% to 22% in 2025.

This customer-centric campaign taps into the Filipinos’ personal narratives, aspirations, and motivations to showcase the company’s purpose-driven and people-centric culture as a company. The word PURPLE has a two-fold meaning: to convey the company’s purpose-people core and to claim purple as EastWest Ageas’ brand colour.

On-ground and online, the “What’s Your PURPLE?” campaign grew legs with its near 360-degree rollout. EastWest Ageas shared the PURPLE story to the Filipinos with key activations from billboards to social media executions to media press conferences.

Simultaneously, internal efforts that led EastWest Ageas’s employees to embrace the PURPLE identity were promoted through branded merchandise and special employee events, leading to a rise in Employee Engagement scores.

Building on the impact this campaign has had, EastWest Ageas continues to embed its position as a purpose-driven and people-centered organisation with the goal of making a positive impact on people’s lives.