Page 49 - MA Dinner 2023

Silver Award

“Better protection, better healthcare”
AXA Hong Kong and Macau

AXA “Better protection, better healthcare” campaign was created and launched in response to the fact that nearly 50% of Hong
Kong’s population remained uninsured when it comes to medical protection. This gave AXA a strong reason to give another nudge
to the customers through highlighting WiseGuard Pro Medical Insurance Plan’s key features and reiterate its top-tier position
among VHIS products.
To create a resonating and impactful campaign, AXA reached out through social listening and local forum research to better
understand the inertia to purchase. The key reason for not purchasing VHIS medical protection was not due to financial
considerations nor protection sufficiency, but rather, it was consumers coming up with different “excuses” to delay or not take
actions. Therefore, the campaign strategy was to “hijack” the strategic moments reach its target audience, in the most unexpected
media channels, with the highly relevant contextual messages. Through dynamic creative optimisation (DCO) technology, AXA
was able to deliver the campaign dynamically with hundreds of unique messages based on different “interests”, all landing back to
the core campaign message that “there’s no excuse to get medical protection”. This creative approach created a strong hook with
high relevancy and resonance to customers, alongside with its strategies to lead customers gradually down the purchasing funnel,
i.e. prebuilt product credibility, boost awareness, ensure message relevancy, trigger consideration and finally to drive conversion.
The campaign results were remarkable. AXA exceeded all the sales targets, hitting 100% of the campaign target within the first
30 days of our 3-month campaign, and made WiseGuard Pro the #1 selling VHIS product in Hong Kong. With the campaign, AXA
reclaimed its #1 spot from #3 in ad recall in the entire insurance industry, and AXA was listed as “Advertiser of the Month” by YouGov
– with the biggest increase in ad awareness, which outpaced major brands during that period. The success of the campaign
stemmed from its originality and creativity – which greatly reinforce AXA’s position as leading health insurer in the market.

Comments from the Judges:
The campaign was meticulously crafted to seize a significant opportunity within the Hong Kong health insurance market. Anchored
by a comprehensive, research-driven go-to-market strategy that deeply understood market dynamics and consumer insights, it
effectively established AXA’s preeminence among Voluntary Health Insurance Scheme (VHIS) products.
Outstanding marketing strategies formed the foundation of this campaign’s success. Skillfully leveraging celebrity endorsements
and deploying a pervasive, cross-channel approach that spanned both digital and offline realms, the campaign showcased a
compelling pricing strategy for WiseGuard Pro, emphasizing its unbeatable value proposition for consumers. Additionally, the
campaign’s innovative tactics, such as interest-jacking and social listening, not only broke new ground within the industry but also
elevated it to a place of cultural significance.

The campaign delivered strong results across the board. Not only did it surpass its awareness targets, but it also set new records
in terms of brand recall, purchase intent, and sales. The success of the campaign highlights the importance of a great product,
insights-driven marketing, and an integrated approach involving product development and distribution, ultimately delivering an
unparalleled value proposition to the market.

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

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:36:07 PM
Dinner 2023 Ken.indd 47
Dinner 2023 Ken.indd 47 9/26/2023 3:36:07 PM