AXA is set to launch a £5m adverting campaign and brand strategy under the new strapline ‘restless for a reason.’
The campaign kicked off with a TV advert on 3 September during ITV’s Victoria, which will air for 10 weeks, and is supported by outdoor, radio and digital display.
The new brand strategy, centres on AXA’s move away from simply paying insurance claims to working restlessly to find ways to make the lives of customers safer and better.
The TV ad features, Taylor Haines, a dancer from Alaska. Taylor was born with a bone disorder called Fibular Hemimelia and had to be fitted with a prosthetic leg at a young age. Despite her disability, Taylor worked restlessly at her craft and is now an accomplished dancer and choreographer.
The wider campaign features four key areas of AXA’s business, which demonstrate the company’s efforts to improve the lives of its customers:
- The AXA Research Fund – A philanthropic initiative dedicated to boosting scientific discoveries that contribute to society.
- Driverless cars – AXA is working alongside the government on a number of projects to safely bring driverless cars to the UK’s roads
- Doctor@Hand – A 365 days a year service which allows patients to speak to a GPs anywhere via video or phone
- Emergency cash advance – Up to £1,000 emergency cash advance for home insurance customers to take care of the essentials if their home can’t be lived in following an emergency.
“At AXA we are restless for a reason and that reason is the wellbeing of our customers. What our customers want is changing, they are no longer satisfied with an insurer that simply pays their claims – they want a partner that can help them improve their day-to-day lives. Our new campaign, featuring Taylor Haines, who embodies the ethos of restless for a reason, showcases some of the ways that we are evolving. We are more than a just an insurance company and our campaign really brings this to life,” said Darrell Sansom, AXA UK’s Chief Marketing Officer.