AXA - Empowering People
By focusing on authentic customer experiences, AXA shifts the narrative from traditional insurance advertising to storytelling that emphasizes empowerment and resilience, positioning the brand as a supportive partner in life's unpredictable journey.
The campaign features the true story of a 25-year-old AXA client who was on a humanitarian mission in Nepal during the 2015 earthquake. After being severely injured, AXA's assistance services facilitated her medical treatment and repatriation, supporting her recovery and eventual return to Nepal.
The campaign targets individuals seeking assurance and support in pursuing their aspirations, as well as those who value a reliable partner capable of providing assistance during unforeseen challenges.
TARGET AUDIENCE
About the
Campaign -
By focusing on authentic customer experiences, AXA shifts the narrative from traditional insurance advertising to storytelling that emphasizes empowerment and resilience, positioning the brand as a supportive partner in life's unpredictable journey.
Core Theme of the Campaign -
1. Real-Life Inspiration: The campaign draws from the true story of a young woman who, while on a humanitarian mission in Nepal, was injured during the 2015 earthquake. AXA assisted in her medical care and repatriation, showcasing the company's commitment to its clients.
2. Focus on Empowerment: AXA emphasizes its role in empowering clients to overcome challenges and continue pursuing their goals, reinforcing the message that support and resilience go hand in hand.
3. Global Reach: Launched across multiple countries, including Europe and Asia, the campaign underscores AXA's extensive presence and its dedication to supporting clients worldwide.
4. Collaborative Effort: Developed in partnership with Publicis Conseil, the campaign reflects a strategic collaboration aimed at effectively conveying AXA's brand proposition of empowering people to live better lives.
5. Emotional Storytelling: By sharing authentic narratives of individuals facing and overcoming adversity, AXA connects with audiences on an emotional level, fostering trust and relatability.
6. Holistic Support: The campaign highlights AXA's comprehensive assistance services, from immediate crisis response to ongoing support, illustrating the company's commitment to client well-being.
7. Encouraging Resilience: Through these stories, AXA aims to inspire others to persevere through difficulties, reinforcing the idea that with the right support, individuals can emerge stronger from life's challenges.
8. Brand Differentiation: By focusing on real-life empowerment stories, AXA differentiates itself from competitors, positioning the brand as a proactive and compassionate partner in its clients' lives.