Page 51 - HKMA 2020 Awards Souvenir Programme

Merit Award

“‘Live with Confidence’ Marketing Campaign”
AXA Hong Kong and Macau

In response to the launch of the Voluntary Health Insurance Scheme, insurers flooded the market with new products and advertis-
ing campaigns. While most campaigns focused on low premiums and tax-deductible incentives, AXA believed the key to differen-
tiation lay not only in the promise of financial relief, but in demonstrating how its distinctive medical coverage and unique support
offerings can truly help customers when they need medical treatment.
With the understanding that patients often feel helpless and lost when they are unwell, AXA highlighted its product’s unique AXA
Signature Network which offers a selection of top-tier private hospitals and over 500 medical professionals, as well as the AXA
Nurse Hotline which gives customers access to quality and reliable medical advice when they most need it.
To launch this star-product in a cluttered market and to stand-out from the pack, AXA “Live with Confidence” campaign was
crafted to convey the seriousness of the topic without being overly emotional. Considering the consumer sentiment during the
time of the campaign, it intentionally broke away from an emotional and heavy style, adopting a more dramatic, exaggerated and
light-hearted approach. In this campaign, it brought to life the sense of uncertainty and confusion a patient feels when seeking
treatment, and demonstrated how AXA can alleviate their concerns with trusted and reliable advice, coupled with superior medical
services. More importantly, it showcased how it stands by its customers throughout the journey to recovery.
To complete the marketing value chain, it also equipped its distributors and colleagues with impactful tools and relevant knowl-
edge to help them explain the valuable product features to customers.
The campaign was highly successful and achieved phenomenal results, which far exceeded the business targets. The success was
also evident by the industry recognition received and significant upward shift in AXA’s brand metrics.

Comments from the Judges:
It was commended as an unconventional and customer-centric campaign, through which AXA has set new norms for the insurance
industry by providing a distinctive value-exchange for customers with premium medical insurance and successfully stood out from
the competition.
The seamless application of a three-phased communication approach, which created top-of-mind awareness of its overarching
campaign message“Live with Confidence”, was the key success factor that enabled AXA to build and foster a long-term relationship
with customers. The launch of the light-hearted, humorous dual film series took viewers through an emotional rollercoaster, and
tactfully drove attention and deepened the resonance from the target audience.
The result was encouraging in view of the elevated level of brand awareness and product recognition. The campaign exemplifies
how brands in the insurance business can bring fresh perspectives to their product design and marketing strategy to address the
true needs of customers, while at the same time propel the brand to its next level of growth.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Publicis Hong Kong

49HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020