AXA reframes health conversation with Sammi Cheng

AXA Hong Kong and Macau has unveiled a new campaign with ambassador Sammi Cheng, tackling a key strategic challenge: driving awareness of future-ready healthcare solutions.

This comes as the insurer observed that Hong Kong's insurance advertising has never looked more polished, with campaigns growing warmer, more reassuring, and increasingly converged, while most insurers remain focused on competing through traditional coverage and hospital networks.

AXA has also pointed out that Hong Kong residents are increasingly embracing GBA healthcare, thanks to its fast development. GBA facilities now provide advanced treatments such as BNCT and CAR-T, showing that healthcare is evolving far beyond just cross-border access. AXA believes people need to plan for future health beyond today's coverage, with cross-border options and flexible plans for diverse needs and budgets. This is the conversation AXA aims to lead.

Therefore, AXA has rolled out the "Your health tomorrow, mastered today" campaign, which isn't just about one product; it's a strategic presentation of its comprehensive ecosystem of health solutions designed for the evolving medical landscape. Available until mid-October, the campaign is done in collaboration with creative agency Publicis and media agency WaveMaker.

This also aligns with AXA's curated suite of flexible medical plan options that are specifically tailored to meet diverse customer lifestyles, age groups, and coverage preferences. This integrated approach aims to ensure that as customers embrace the future of health, AXA has a solution for every stage of their journey.

The creative approach of the campaign is a strategic move in driving change, according to AXA. The campaign's futuristic art direction is deliberate, portraying healthcare through a high-tech, forward-looking lens. This visually communicates that healthcare itself is developing at lightning speed, urging audiences to embrace an open-minded view of future treatment possibilities and the current sophistication of GBA medical quality.

Cheng is the living proof of this concept, as her public persona, defined by constant reinvention and open-mindedness, goes beyond a campaign face and tangibly demonstrates tomorrow's health realities.

Backed by TVC, extensive outdoor network exposure including four hero tram shelter takeovers, and a robust digital presence with social and SEO content providing insights on medical innovation and health tips across the entire medical journey, it is a multi-channel campaign commanding both physical and mental space.

Overall, AXA aims to show what's possible in the future of health and how to master it today. The insurer sees the real opportunity in sparking demand for future-proof health planning, not just selling coverage, in a rapidly evolving medical landscape.

Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau, said: "We see our role as shaping the future of health for our community. Our communication strategy goes beyond selling; it anticipates future needs and empowers customers to plan proactively for tomorrow's healthcare landscape. This campaign is a clear statement of our vision and our commitment to fostering that forward-thinking mindset, ultimately to better serve our customers."

Don't miss: AXA and Sammi Cheng inspire everyone to embrace fearlessness

AXA Hong Kong and Macau has enlisted Cheng to help convey its brand messages through her influence and personal values. The insurer renewed its ambassadorship with Cheng in July last year, reaffirming its dedication to inspiring people to plan ahead fearlessly and safeguard what truly matters.

Renowned for her resilience, authenticity, and positive influence on the community, Cheng was chosen as she truly reflects the values at the heart of AXA's brand, according to the release. Her dedication to personal growth, a healthy lifestyle, perseverance and self-acceptance reflects the essence of embracing life's challenges with grace and strength. Her genuine connection with the public makes her an ideal ambassador to represent AXA's mission of empowering people live better, more confident lives.

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