AXA positions as innovator in £20m brand campaign

AXA is launching its first business-wide brand campaign with a £20m advertising blitz that positions the financial services operator as one that thinks differently to rivals.


The “Why Not?” multimedia campaign will attempt to demonstrate how the company is different in its approach and products. Television, outdoor and print advertisements will use the theme “Where others ask why? AXA asks Why Not?”.

Ads, breaking 5 February, feature a series of customer fantasies coming true to show how it tries to make their aspirations for its motor and health insurance products a reality. A second wave of TV activity will run in September.

Above the line ads, which use the company’s long-term strapline “Redefining Standards”, run alongside PR and digital activity that will encourage consumers to tell AXA what they want from it and about their own experiences of dealing with it.

Cheryl Toner, group marketing and communications director at AXA, says: “Our research clearly highlights the fact that our customers want something that the industry norm does not provide.

“This campaign bring to life AXA’s brand positioning, Redefining Standards, which is all about making a difference that reflects and supports customer needs and aspirations.”

AXA follows rival insurance providers More Than and Churchill is the latest insurance in launching campaigns to differentiate in the fiercely competitive market.

Fallon created the TV ads as well as the supporting outdoor and press campaign, while Havas handled media planning and buying. Digital and PR activity was created by Realise and Consolidated respectively.

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