AXA Hong Kong has highlighted its vision to “protect the unprotected” with its new campaign featuring local actor Adam Pak.
The campaign comes upon the launch of AXA’s CareForAll Critical Illness Plan, which was designed based on a customer-centric observation that the critical illness plans in the market have always been aiming to protect only the customers with lower risk; while people with substandard health conditions – who are most in need are always left unprotected.
As such, AXA aims to deliver a clear message that AXA can turn consumers’ “No” into “Yes” in the journey of purchasing insurance via the new campaign, especially for the substandard group of people, hoping to hook the people in need to approach AXA for buying the insurance and get their well-deserved protection.
Anchoring around the catchphrase “Say yes to inclusivity”, the campaign features Adam Pak, who stars as a wise man in the video, aiming to promote AXA’s new insurance product with a witty and lighthearted approach.
Leveraging Pak's popularity among different groups of target audience, AXA can also extend the campaign awareness and audience reach of the campaign.
Done with collaboration with creative agency Publicis Groupe Hong Kong and media agency Starcom, the campaign’s strategy focuses on the rejection versus acceptance commonly seen in critical illness coverage, which has been translated into the buzzword of “Turning NO into YES” to draw the public’s awareness.
By showcasing ‘rejection (No) versus acceptance (Yes)’ in daily life occasions, the campaign aims to allow audiences to recall the uniqueness and inclusiveness of AXA’s new inclusive product in a witty way. The same strategy has been applied throughout the campaign, including social media posts, KOL content and performance ads.
To amplify the campaign message, it is promoted via TV programme title sponsorship; video ads; display ads on taxi bodies; digital displays; influencer content related to critical illnesses. Physical health seminars targeting the three-highs (三高) communities will also be hosted.
Andrea Wong, chief marketing and customer officer, AXA Hong Kong, said, “As a leading global insurer, we believe that customers with chronic disease, the silver-haired population and critical illness survivors deserve the same right to health coverage.”
“We continuously strive to meet not only our customers' current needs but also prepare them for the future, thereby making a solid step forward towards ensuring that the future shouldn’t be a risk. We are proud of this campaign as it has not only successfully delivered our desire to protect the unprotected, but it has also done so in a positive, refreshing, and impactful way,” she added.
Back in August, AXA Hong Kong launched a comprehensive campaign to remind HongKongers the importance of planning for a quality retirement, upon the launch of its JoyAhead insurance plan.
Done in collaboration with creative agency Publicis, the campaign kicked off with a short film featuring Hong Kong artist Moses Chan taking viewers on a journey through four different eras to solve the long-standing problem of retirement.
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