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AXA gets customers moving in annual health campaign

AXA has launched an out-of-home execution, part of its ongoing health campaign annually. The execution was created to amplify content it has curated with the purpose of encouraging people who have fallen behind on their health journey to start somewhere.

It runs on four alternate weeks on out-of-home platform Focus Media. Other content running on the platform will be also be refreshed in a timely manner to prevent fatigue. At the same time, the campaign will also run on AXA’s owned channels, especially on social media which the brand aims to use to thank participants of events it has organised.

This includes the AXA Burpees for Good Challenge it started in September, which saw the organisation donating SG$1 to the SportCares Foundation for every 10 burpees completed. This allowed the brand to achieve 168% of targeted burpees in less than a month.

Building on the momentum built by the AXA Burpees For Good Challenge, the AXA Health Challenge was continued with weekly micro challenges based on the four health pillars. Weekly winners were also chosen based on the creativity of their posts.

The third phase of the campaign through events was the AXA Get Healthy Day with Mobike. This saw AXA, together with Mobike and the community, coming together to set a national record. This was by holding the largest parade of bike-sharing bicycles together in Singapore.

The objective of the campaign is to strengthen AXA’s payer-to-partner positioning in the health segment by playing an active role in encouraging healthy living. It also aims to build engaging relationships with its customers and raise awareness of its suite of health insurance solutions. It also looks to put across the message that “it is #NeverTooLate to start your health journey and to review your healthcare insurance needs”, and remind them to check out AXA’s suite of healthcare insurance.

For the campaign, AXA worked with Publicis Singapore and Cuckoo for creative, Havas Media for media and Lighthouse Events for the event organisation. Moving forward, a spokesperson for AXA revealed that the brand would undertake a similar approach for future campaign launches, centred on a theme as opposed to being purely product-led.

“We realised that events provides one of the higher engagement rates with our customers. It is an effective way for us to be a part of our customer’s stories and to garner their active participation,” the spokesperson added.

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