Axa tries to stamp out road rage

Axa is set to launch a £10m campaign for a new insurance product aimed at experienced drivers.

AXA campaign
AXA campaign

The television, digital, press and outdoor activity uses the strapline “experienced drivers wanted” and supports its new direct motor insurance product, which offers a 90% no claims discount, “the highest in the market”, Axa claims.

The TV ad, entitled “Pavement Range”, shows angry pedestrians ranting at the camera with a voiceover asking: “You wouldn’t behave this way on foot, so why would you when you are driving”.

The digital, press and outdoor ads will state: “AXA drivers get up to 90% discount on their car insurance. Disrespectful drivers don’t.”

Social media activity, fronted by campaign ambassador and travel writer Charley Boorman, includes a website that will invite consumers to give their views on road behaviour.

Tina Shortle, marketing director at AXA Insurance, says the campaign was developed following research that found that experienced drivers want to be recognised for their experience.

The offline campaign has been created by MWO, while Steak Digital created the digital campaign. Media planning and buying was handled by MPG.

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