Page 49 - MA2024

Bronze Award

“From ‘NO’ to ‘YES’ here to protect you always”
AXA Hong Kong and Macau

AXA’s “CareForAll” campaign was a response to the stark reality that not everyone in Hong Kong has comprehensive access
to insurance coverage, leaving many individuals marginalised and overlooked in their pursuit of essential insurance. These
unprotected people are becoming a major part of the community, yet they are labeled as “substandard”.

In Hong Kong, the reality is that not everyone is eligible to have comprehensive access to insurance coverage, leaving many
individuals marginalized and overlooked in their pursuit of essential insurance. These individuals, particularly those with 3-highs
and the elderly, are classified as having substandard health conditions and are thus left unprotected, despite being a significant
and growing part of the community. In response to this stark reality, AXA’s “CareForAll” campaign has become a mission to the
community, aiming to address the needs of these individuals and provide them with the essential insurance that matters most to
them.
AXA positioned itself as an innovative brand that sought to protect the unprotected, offering inclusive protection solutions to
those who have been left behind. The campaign aimed to instill confidence in customers by demonstrating that AXA could help
them transition from a state of uncertainty and rejection to a resounding “YES” for their protection needs.

The campaign aimed to transform the narrative from rejection to acceptance, symbolized by the tagline “From NO to YES”. This
innovative approach challenged the prevalent rejection of individuals by insurance companies and aimed to create awareness and
conversions for the new CareForAll Critical Illness Product.
The marketing execution involved disrupting the market with ground-breaking features and a simplified underwriting process
with only 3 Questions. The distribution strategy was highly targeted, leveraging CRM data, third-party social channels, and events
to reach out to the uninsured or underinsured population.

The success of the campaign allowed AXA to own a white space in the Hong Kong insurance category, achieving remarkable
business results in awareness, ad recall, call-to-action, and digital leads generation. The impact of the campaign was evident in
positive post-campaign surveys, with a significant percentage of respondents indicating a positive shift in their perception of AXA
and a willingness to review their existing health coverage.

The “CareForAll” campaign not only positioned AXA as an innovative and purpose-driven brand but also set a new standard for
inclusive protection in the insurance industry.

Comments from the Judges:
The campaign was a remarkable triumph in redefining the insurance landscape. By shifting the narrative from rejection to
acceptance, AXA showcased its innovative spirit and positioned itself as a champion of inclusivity for an underserved market.

Central to this achievement was the campaign’s emotional resonance, using real-life stories to illustrate the struggles many face.
Coupled with strategic data-driven targeting, AXA effectively reached those most in need, ensuring the message of empowerment
and accessibility was heard loud and clear. The collaboration between marketing and product teams was visionary, resulting in a
groundbreaking underwriting process that redefined industry norms.

The campaign’s impressive results solidified AXA’s reputation as a forward-thinking leader, opening new avenues for growth and
setting a benchmark for future initiatives. This seamless integration of product development and marketing strategies exemplifies
AXA’s commitment to inclusivity and protection for all, demonstrating the powerful impact of purpose-driven marketing.

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

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

Dinner 2024 souvenir programme.indd 47
10/4/2024 12:07:30 PM
Dinner 2024 souvenir programme.indd 47 10/4/2024 12:07:30 PM