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Merit Award

“Everyday Gets Better with Emma”
AXA Hong Kong and Macau

The pandemic has dramatically changed the landscape in which insurers speak and connect with their customers. Not only has it
driven insurers to rapidly digitize, it has also caused unprecedented levels of disruption to consumers’ lives and raised stress and
anxiety levels, made worse by the uncertainty of endless lockdowns and concerns on the safety of vaccines.

Both AXA and its customers were faced with a new normal, and the conversations had to change accordingly.
To stay relevant, AXA needed to go beyond the usual narrative of simply encouraging healthier eating or frequent exercising, and
elevate the conversation by showing a deeper understanding and empathy for consumers’ real needs and concerns during the
pandemic.

In response, AXA launched “Emma by AXA”, an all-in-one mobile platform personified by a human avatar called “Emma”. Offering
insurance services coupled with a range of supportive and reassuring health and wellness services, Emma became the face of AXA,
and enabled the brand to truly partner with its customers’ and show them how “Everyday can get better with Emma”.
In the face of a society bogged down by uncertainty and anxiety, Emma was launched in Hong Kong and brought with her the
city’s first-ever Post-Vaccination Protection, providing free coverage for every successful app download and registration.

The end-to-end campaign drew everyone’s attention from online to offline. Emma reached out to audiences online based on
their personal interests and concerns, while a video showing how Emma literally makes every day better, ensured everyone could
benefit from the Post-Vaccinations Protection offer.

Aside from the promising results, AXA was proud to be the first insurer to introduce Post-Vaccination Protection, setting the
ongoing trend of bringing much needed reassurance to Hong Kong.

Comments from the Judges:
With strong local adaptation, it was commended as a thoughtful and impressive campaign, which has successfully adopted
humanized technology to engage customers with personalized experience and captured the business opportunities during
pandemic crisis.

Based on the genuine understanding of the target customers, AXA launched the right product to the right people at the right
timing. All marketing elements and product features were skillfully integrated and executed. The use of humanized avatar for the
mobile application and ordinary people in the advertisement effectively differentiated AXA from the competitors by introducing
strong human touch into its operational routine. The befitted slogan was brilliant, clear and easy to remember in delivering the
real promises. The launch of free insurance for post vaccination effectively addressed the pressing need of the target customers
and enhanced the brand image.

The marketing results were extraordinary. The download of the mobile application has become top two in a short period of
time. The usage of a friendly avatar made it cost effective and adaptable in regional deployment. Apart from tangible results, the
intangible brand awareness and escalated customer experience all incorporated to a long-lasting impact for AXA.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Publicis Hong Kong
2. Starcom Hong Kong

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

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