AXA pose the question: Why Not?

Monday, February 6, 2012

Axa have launched their first integrated marketing campaign. The £20 million campaign entitled ‘why not?’ has highlighted what exactly makes the insurer different with the central message being: ‘ Where others ask why? AXA asks ‘why not?’. The campaign reflects what AXA customers can expect when they buy insurance.

The health insurer’s cancer and heart commitment provides dedicated nurses who can offer extra support to their customers at a time of need.

The campaign is led with TV adverts in order to support health insurance. Fantasy situations are used to show the aspirations that people have.

Cheryl Toner of AXA says, "Our research clearly shows that our customers want something that the industry norm does not provide. We are demonstrating how our offer differs from the traditional insurance industry and how we are pushing the boundaries of product development and service to reflect customer needs. It is not simply a new set of advertisements, it is about what customers can expect when they choose to do business with us."

The campaign will be backed up online with a website in which customers can let the insurer know what they would like to see from them as well as hear from the customers about their own experiences.