Axa rebrands and launches campaign to highlight the company’s trustworthiness

Axa UK has overhauled its brand and marketing, scrapping its “Be life confident” strapline in favour of “Redefining standards”, as it seeks to focus on the company’s trustworthiness at a time of consumer cynicism.

The revamp is the first major initiative under group marketing director Olivier Mariée, who joined two years ago. It will be backed by a two-month £4m advert-ising campaign and is part of its long-term aim to be the UK’s most trusted financial services company, coupled with high customer services.

Mariée says the strategy is “risky”, particularly for a financial services company, but adds: “There was a very strong commitment from the group and the UK team that we want to tackle this [industry] mistrust. We wanted to act and do something.”

He adds that spending money at a time when its rivals are cutting back on ad spend will make its message resonate more.

The TV executions feature a “manifesto” brand spot, as well as promoting two specific insurance and healthcare products. Each execution features a red line, or “switch” – the red slash appearing in the Axa logo, signalling a move to “draw a line under the past”.

The campaign, which will also encompass outdoor and digital, has been created by Saatchi & Saatchi, with media planning and buying through MindShare. It involves a heavyweight campaign in London, including dominating ad spots across the Central Line. Digital will include online homepage takeovers on MSN and AOL.

It is the first work from Saatchi & Saatchi since winning the business earlier this year ( May 28).

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