AXA has launched its first integrated marketing
campaign. The £20million campaign entitled ‘why not' highlights what makes the
insurer different with the central message ‘Where others ask why? AXA asks ‘why
not?' The campaign reflects what it stands for and what customers can expect
when they buy insurance.
The new brand campaign promotes core business
lines-including healthcare. Kicking off on TV in early February, the campaign
brings to life the brand positioning through a clear articulation of how it can
be trusted to listen to and respond to customer needs. How it demonstrates this
in reality is illustrated with the products and services that highlight how it
does things differently.
The health insurer’s heart and cancer commitment
provides dedicated nurses that offer extra support to customers at a time of
The campaign leads with TV adverts to support
health insurance. Fantasy situations are used to show the aspirations that
Cheryl Toner of AXA says, "Our research
clearly shows that our customers want something that the industry norm does not
provide. We are demonstrating how our offer differs from the traditional
insurance industry and how we are pushing the boundaries of product development
and service to reflect customer needs. It is not simply a new set of
advertisements, it is about what customers can expect when they choose to do
business with us."
The campaign is supported on line with a website
where customers can let the insurer know what they would like to see from them
as well as hear from customers about their own experiences.
Private medical insurance news: 6 February 2012