AXA Hong Kong's latest fully-fledged integrated campaign uses data to target relevant audiences and their excuses, aiming to encourage consumers to rethink their health plans and promote its new medical product, AXA WiseGuard Pro Medical Insurance Plan. The campaign leveraged over a hundred real-life excuses from extensive social listening. Following that, these excuses were used to create hundreds of reminders, in the form of pre-roll YouTube ads and programmatic digital ads, that offered contextual messages about the excuses, and how to address those excuses with AXA.
In addition, these real-life excuses also became the inspiration behind two thematic films where brand ambassador, Sammi Cheng, showcased both the excuses and how to address these excuses by getting protection from AXA.
The creative concept of the campaign came from AXA Hong Kong's discovery that Hong Kongers always seem to have a reason not to find the best health protection plans for themselves, whether it be because of convenience, choices, or lack of understanding, through its consumer research. As such, the integrated campaign was launched to help address and remove these excuses.
Set in a hospital, the first video deals with the first excuse: "All plans are very similar, why take selection so seriously?". AXA seeks to illustrate the difference in medical plans through the difference in treatment and waiting time of the patients. Where a group of patients who have not chosen a better medical plan are forced to wait for long periods of time for their turn, another patient who has selected a better medical plan is seen resting in a more spacious room without having to wait. As the short ad comes to an end, it introduces AXA's message of not needing an excuse of getting a better medical plan, and promotes its medical plans.
The second ad addresses the next excuse: "I'm so fit, why would I need a medical plan?". The video takes place in a gym where seemingly fit gym visitors are actively exercising. However, as the video progresses, the same visitors start to feel unwell, illustrating that despite how fit one may seem to be, illness can strike anytime. AXA leverage this opportunity to introduce its medical plans, highlighting the importance of taking action.
Additionally, AXA's reminders were also visualised as topical content on social media and outdoor hijacks, such as power-banks where people can rent at convenient stores, and restaurant directories, among others. According to AXA, this was to engage Hong Kongers with the real-life excuses and witty messages, encouraging them to take care of their health with better protection.
Andrea Wong, chief marketing and customer officer explained that AXA understood that consumers have different excuses when it comes to taking action to secure their healthcare plans. In light of this, the brand leveraged deep social listening to create hundreds of reminders to target them in everyday life, ensuring AXA is talking to them at the right moment and place, she added.
Meanwhile during the height of the pandemic in 2020, AXA Hong Kong showed its support of the people fighting COVID-19 by providing free hospital benefit and death benefit novel coronavirus coverage to Hong Kong Hospital Authority front-line medical workers. The coverage applied to all permanent full-time, permanent part-time and contract staff in various roles, including doctors, nurses, allied health staff, patient care assistants, and ward clerks. Additionally, the benefits scheme offered a one-off lump sum payment of HK$10,000 for hospital benefit and HK$100,000 for death benefit.
Sally Wan, chief executive officer for AXA Hong Kong and Macau, said previously: “During this critical period in the fight against the virus, safeguarding the health of Hong Kong people is our paramount concern. We understand that the outbreak of the novel coronavirus has put front-line medical workers under intense pressure." She added then that as a responsible corporate citizen, AXA launched a special programme to provide free hospital benefit and death benefit coverage on the virus to Hong Kong Hospital Authority medical workers.
Additionally, AXA launched a pandemic-themed portal on Yahoo in early February 2022, featuring informative interactive content on COVID-19 laced with messages centering on AXA’s expertise in health protection plus its zeal to support Hong Kong during times of crisis. As the first insurance brand to partner with Yahoo TV, the campaign's live broadcast saw 100k+ views after four days since its launch. According to the brand, the campaign sought to express care to both its customers and the general public through professional information on a one-step-shop-portal.
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