AXA takes over ComfortDelGro cabs for latest campaign

AXA has partnered up with Moove Media to create new concept cabs.

Tying in with AXA Insurance Singapore’s campaign tagline – "It's OK to be overprotective" – the fleet of 350 ComfortDelGro concept taxis comes complete with specially designed extra padded seats, new mats and seat belt protectors that drive home the concept of “being overprotected”.

These taxis, including taxi body wraps and rooftop advertisements, form part of AXA's integrated advertising campaign for the launch of its latest personal family accident plan – AXA SmartFamily.

To create the concept, the seats in each taxi were stripped down of their original black upholstery and re-upholstered with padded blue covers. In all, Moove Media took about six weeks to transform the entire fleet of 350 taxis.

Jayne Kwek, CEO of Moove Media said: “AXA wanted concept taxis for their campaign as they offer another creative touch point. This is the first time Moove had ever thought of using concept taxis as sensory advertising allows passengers to not only see the advertisement but to feel it upfront, which will make a more lasting impression.”