AXA debunks health and wealth myths with new playful campaign

AXA has disproved myths in the wellness industry through a new playful campaign, which blends hyper-local myths with customer-centric insight to bring to life how Emma by AXA is the ideal all-in-one health, wealth and well-being digital experience.

In response to the fake news and myths about health practices and mystical remedies, Emma by AXA is designed to cut through the noise by offering simple, digestible and trusted fact-based guidance and advice to customers, according to the release.

Launching in Thailand and Indonesia this week, the campaign insight led AXA to identify the myths that locals grew up with and partner with illustrator Camilo Huinca to create witty and eye-catching visual statements that urge people to #BreakTheMyth.

The campaign has also introduced visuals that are part of a social-first campaign where humorous and uplifting social clips, snackable videos and content encourage social conversations about not being misguided by myths. However, the team has faced a number of challenges when executing the campaign, including finding the right humorous myths that are commonly accepted yet are ripe for being challenged, without disrespecting any deep beliefs; as well as meticulously crafting each visual and the associated copy to closely reflect the local nuances and culture in order to be as relevant as possible, according to Natalie Lam, chief creative officer, Publicis Groupe Asia Pacific, Middle East and Africa.

In order to cut through the clutter, we went outside the box and thought of an approach that catches people’s attention with humour and colour, and also delivers something insightful based on well-known local myths or misconceptions on health and wealth. We adopted an unconventional approach to the creative, steering away from the typical film or video and opting for bold, humorous and striking approach using illustrations and animation.

In terms of marketing strategies, Sabrina Cheung, chief brand and communications officer at AXA Asia said this is the first time that AXA is launching a campaign that combines consumer insights into this challenge of information overload with local market knowledge, "While competitors offer similar functional benefits in their communication, we want to appeal to our audience’s heart, lead with some familiar yet suspicious local myths, and put the power of judgment in who to trust in their hands. This enables us to connect with our target audiences and encourages them to reflect on their everyday lives, while offering them a chance to learn about Emma by AXA, our all-in-one payer-to-partner digital experience for insurance, health and wellness services," she added. 

Furthermore, the campaign has also unveiled the Goat man arm-wrestling activation, as the myths are also brought to life through a uniquely Instagrammable experience in Indonesia, where the myth of a ‘goat satay makes you manlier’ becomes a true test of manliness. Individuals can try to outmuscle the robot goat as it challenges you to an arm-wrestling match right in front of Indonesia’s largest mall.

Launched in Thailand and Indonesia in 2021, AXA Asia and Africa developed Emma by AXA as a humanised, holistic digital assistant for both customers and prospects, enabling them to seamlessly navigate insurance matters while also supporting individuals and their families’ health, wealth and life needs in a unified experience. Accessible via an online portal and mobile app, it is a cornerstone of how AXA has digitalised its offering, providing access to over 25 different services (subject to local market).

“In a world of information overload, people want help but don’t want to download an app or go to another platform for every different need. Yet we realised that no matter where you’re from, you’ve always grown up believing some sort of myth. Sometimes various factors mean we ignore the facts and fall back on these pieces of ‘wisdom’. By leveraging local insights that are also witty and humorous, we encourage people to reflect on their everyday lives and create an eye-catching opportunity for them to learn about Emma by AXA – your all-in-one payer-to-partner digital experience,” said Gordon Watson, CEO of AXA Asia and Africa.

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