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 (MW.co.uk May 28).