AXA Philippines’ new insurance campaign
Posted on December 2nd, 2009
A new brand spirit campaign has been launched recently by Axa Philippines. The new campaign hopes to redefine the meaning of insurance for Filipinos.
Axa president and chief executive officer Rien Hermans said in a press statement that the campaign is aimed at changing the common notion of people with insurance. Most Filipinos associate insurance with death and dying. “Life insurance is not just about dying, and that’s what we want to tell the public with our new business direction,” he said.
Herman stated, as a matter of fact, that more than 90% of the benefits that their company pays out are used to address the needs of the livings. These include college education, retirement and pension, hospitalization, savings and investments, and wealth-building.
“With Axa, Filipinos can enjoy the benefits of their life insurance while they are still alive. And what we pay out to our clients is proof of this,” he said.
That is why the new brand campaign that the company recently launched was called “Live It Up!”
Axa chief marketing officer Joey Macion said, “We have started using less insurance jargons in our customer materials and have avoided fine print in our communications, so it is clearer and easier to understand.” He followed that Axa also developed a new financial need analysis tool called Axa Life Score which helps match their clients’ financial needs with their capabilities.
Macion also said that AXA will soon be making policy information available and usable to a policy holder 24 hours a day, seven days a week. Aside from being affordable, he also said that Axa’s insurance package include hospitalization, personal accident coverage, and life insurance protection for as low as the price of a daily value meal.
Hermans stressed, “We at AXA will always be available, reliable, and attentive to our customers by redefining the way we do things and improving for the better. This is the new essence of the AXA brand.”
