AXA Hong Kong launches critical illness campaign

Following its global strategic shift from “payer” to “partner”, AXA Hong Kong has rolled out a story-telling video for its revamped critical illness insurance plans.Inspired by true stories, the film at the centre of the integrated campaign celebrates life’s choices. Inherently, it is a dramatisation of a young woman’s experience, and the story taking an unexpected turn when she is diagnosed with a critical illness.With critical illnesses being the leading cause of death in Hong Kong, it is no surprise that health is the top concern for nearly 70% of Hong Kong people, who also feel that choices are minimal when confronted by a critical illness. This was the compelling consumer insight that led to the development of the story, which takes a positive and life-affirming approach seldom seen in the category.“Life is full of choices,” says Jacqueline Lam, client services director, Publicis Hong Kong. “And, while nobody chooses to have a critical illness, the choices you make in life, today, can change the way you’ll live your life tomorrow.”The film was produced by Prodigious, and directed by Michael Sewandono.The campaign is deployed across offline and online media channels, with digital at the core. Multiple assets were developed to cater to different moments in the customer’s journey, driving engaging, informative and sales-generating interactions with customers.CreditsClient:AXA Hong KongProject title: AXA critical illness insurance campaignBrief: Launch the revamped critical illness insurance plansCreative: Publicis Hong KongCreative directors: Thierry Halbroth, Richard Tunbridge, Steve O’LearyCreative team: Kato Tsang, Matthew XuIntegrated business lead: Jacqueline LamAccount team: Leon Dorai, Stephanie Lai, Rosalina HoPlanning: Brady AmblerMedia: Havas MediaProduction house and directorDirector: Michael SewandonoDirector of photography: Franz LustigPhotographer: Topaz LeungProducer: Armelle Sudron @ Prodigious ParisPost-producer: Karine Friang @ Prodigious ParisProduction: The KitchenPost-production: Prodigious ParisMusic: Sixieme Son