The purpose of this study is to explain the success case of AIA group's advertising strategy and draw the success factors. The success factors of AIA group's advertising are as follows. First, AIA group integrated the advertising and publicity activities to build brand awareness after changing the brand name from AIG to AIA. Consequently, brand awareness of AIA has increased from 0% to 65%. Second, AIA ad campaign established positive, strong, and differential brand image by consumer relationship-oriented and emotional ad strategy that emphasizes insurance planners' reliability, humanity, public friendliness. Lastly, AIA group has operated optimal media strategy by utilizing Media Optimization Tool that was developed on the basis of customer response data built up for a long spell. They have made an effort for integrated marketing communication combining the off-line advertising campaign with on-line marketing and keyword management to get more effective and efficient marketing performance.