• AXA set to launch ‘restless for a reason’ adverting campaign

    August 31st 2017. Posted in Group

    • New AXA advertising campaign launches on 3 September
    • The campaign kicks off with a TV ad featuring dancer Taylor Haines
    • The campaign is part of a wider brand strategy demonstrating why AXA is ‘restless for a reason’


    AXA is set to launch a new adverting campaign and brand strategy under the theme ‘restless for a reason’.


    The campaign kicks off with a TV advert on 3 September during ITV’s Victoria, which will air for 10 weeks, and is supported by outdoor, radio and digital display.


    The new brand strategy, centres on AXA’s move away from simply paying insurance claims to working restlessly to find ways to make the lives of customers safer and better.


    The TV ad features, Taylor Haines, a dancer from Alaska. Taylor was born with a bone disorder called Fibular Hemimelia and had to be fitted with a prosthetic leg at a young age. Despite her disability, Taylor worked restlessly at her craft and is now an accomplished dancer and choreographer.


    The wider campaign features four key areas of AXA’s business, which demonstrate the company’s efforts to improve the lives of its customers.


    • The AXA Research Fund – A philanthropic initiative dedicated to boosting scientific discoveries that contribute to society.
    • Driverless cars – AXA is working alongside the government on a number of projects to safely bring driverless cars to the UK’s roads
    • Doctor@Hand – A 365 days a year service which allows patients to speak to a GP anywhere via video
    • Emergency cash advance - Up to £1,000 emergency cash advance for home insurance customers to take care of the essentials if their home can't be lived in following an emergency.


    “At AXA we are restless for a reason and that reason is the wellbeing of our customers. What our customers want is changing, they are no longer satisfied with an insurer that simply pays their claims - they want a partner that can help them improve their day-to-day lives.

    “Our new campaign, featuring Taylor Haines, who embodies the ethos of restless for a reason, showcases some of the ways that we are evolving. We are more than a just an insurance company and our campaign really brings this to life.” [Darrell Sansom, AXA UK Chief Customer & Innovation Officer]


    The advertising creative work was devised by Fallon, while AXA worked with Havas on media strategy.

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    Notes for Editors 


    The AXA Group is a worldwide leader in insurance and asset management, with 165,000 employees serving 107 million clients in 64 countries. In 2016, IFRS revenues amounted to Euro 100.2 billion and IFRS underlying earnings to Euro 5.7 billion. AXA had Euro 1,429 billion in assets under management as of December 31, 2016. In 2016 Interbrand ranked AXA the 1st insurance brand worldwide for the 8th consecutive year.

    In the UK AXA operates through a number of business units including: AXA Insurance, AXA PPP healthcare and AXA Ireland. AXA employees around 10,000 staff in the UK.

    The AXA ordinary share is listed on compartment A of Euronext Paris under the ticker symbol CS (ISN FR 0000120628 – Bloomberg: CS FP – Reuters: AXAF.PA). AXA’s American Depository Share is also quoted on the OTC QX platform under the ticker symbol AXAHY.

    The AXA Group is included in the main international SRI indexes, such as Dow Jones Sustainability Index (DJSI) and FTSE4GOOD.

    It is a founding member of the UN Environment Programme’s Finance Initiative (UNEP FI) Principles for Sustainable Insurance and a signatory of the UN Principles for Responsible Investment.

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