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‘Confidence and progress’ is the centerpiece of AXA’s latest global campaign

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Hong Kong – Insurance company AXA has announced the rollout of its new global brand campaign aimed at creating inspiration for confidence and progress.

Embodying the brand’s ‘Know You Can’ brand signature, the new brand campaign centers on the purpose of “act for human progress by protecting what matters.” This means evolving the meaning of the brand’s promise from empowering an individual’s self-belief towards being an enabler of progress through collective and connected confidence. In doing so, it seeks to make the brand a trusted and reliable beacon for its stakeholders.

In addition, the campaign is directly inspired by what most need nowadays: optimism. With the global pandemic having a massive impact on the physical and mental health of people around the world, the brand campaign’s message can be summed as “when you feel confident you can go far. When you feel protected by AXA you can go further.”

“This new brand campaign underscores AXA’s continuous commitment to being a true partner for our customers and helping them to achieve their goals. We hope to inspire people with this impactful campaign to embrace the future with confidence and build a better world together,” said Sally Wan, chief executive officer at AXA Hong Kong and Macau.

The new AXA brand campaign will first roll out in the Asia Pacific, particularly in Hong Kong, where the campaign will be promoted across TV, digital and social media, and on outdoor billboards at strategic locations.

One of the initial parts of the campaign is a short film produced by AXA, which focuses on a young girl’s dream to become a soccer player. Throughout the storyline, the young girl faces a lot of obstacles, from being bullied in school to having seen a riot in their local area. Despite the adversities, she manages to emerge victorious as she plays for a large crowd. 

Overall, the brand’s campaign is a focus point for AXA’s commitment to supporting its customers, small-to-medium enterprises and the wider community, giving them the confidence to move forward.

“We are proud and delighted to be the first Asian market to launch this powerful brand campaign. To further reinforce our brand promise ‘Know You Can’ among Hong Kong citizens and build up the impact of this meaningful brand campaign, we will also introduce a series of local inspiring true stories surrounding the themes of Climate Change, BetterMe and Health throughout this year,” said Andrea Wong, chief marketing and customer officer of AXA Hong Kong and Macau.

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