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

31 August 2017

Posted in Innovation

by Jennifer Chilcott (see media contact)

  • 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.
    Darrell Sansom, AXA UK Chief Customer & Innovation Officer

    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, Chief Customer & Innovation Officer at AXA UK

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