AXA Affin General Insurance rolls out 'Laughter Squad' in KL

AXA Affin General Insurance (AAGI) has launched a new campaign that aims to strengthen its payer-to-partner positioning in the health segment. Titled "#LaughForHealth", the campaign will run for 17-weeks with Malaysian stand-up comedian Jason Leong leading the "AXA Laughter Squad" on its mission to enlighten Malaysians with infectious laughter in Kuala Lumpur.

Based on the insights that laughter is important and beneficial to health, the campaign aims to build engaging relationships with Malaysians and raise awareness on the benefits of laughter towards health and wellness. The reactions of Malaysians to the campaign were captured in a video and broadcasted on the company's Facebook and YouTube page.

Since its postings, the video has garnered 58k views, 984 reacts, 30 comments and 94 shares on Facebook at the time of writing. As part of the campaign, for every Haha emoji react, the company will donate RM1 to Yayasan Jantung Malaysia.

Emmanuel Nivet, CEO, AAGI said, "We understand the importance of upholding the trust that customers have placed on us as their health partner. They want a partner that cares, not one that simply pays their claims. Which is why we at AXA are committed to be there for our customers by placing an active role in their well-being."

Rebecca Tan, CMO and Bancassurance of AAGI added, "At AXA, we want to advocate on the benefits of laughter and how they can benefit our overall health. We are more than just an insurance company, we wish to reach out to all Malaysians to join us and #LaughForHealth!"