Axa campaign spruiks better days ahead

Malaysia - French insurer Axa Affin Life Insurance has launched 'Turning Point', an interactive game to give people hands-on and fun experience in managing their wealth.

The brand awareness campaign is designed by Grey Worldwide and bears a slight resemblance to Great Eastern's 'Live 100 Percent' campaign, also by Grey.

The campaign is targeted to achieve 10,000 hits before the it ends in June.

"The existing Axa Plan advertising concept is used regionally in Asia Pacific by the life entities of Axa to break away from the conventional way of life insurance advertising, that's usually fear inflicting and more serious," Axa CEO Vincent Kwo said.

"The advertising concept is based on 3 guiding consumer insights: 1) insurance and financial plans are seen negatively and people don't see it as a necessity, 2) everybody is different and life is an individual, unpredictable journey and 3) a good insurer / financial adviser must understand people' s life and needs, hence the reason why the brand is personified as one that is caring, friendly, close and qualified to its customers. The company plans to build its brand awareness via an integrated communication plan using multi-medium from print, radio, internet to out-of-home."

Axa is in 50 countries and is ranked number 15th in the 2007 Fortune Global 500 Largest Corporations listing.