AXA HK collaborates with Gareth.T to launch new campaign

AXA Hong Kong has collaborated with local singer-songwriter Gareth. T to launch a new campaign, introducing its latest MediEnhancer Supplement.

Within the video ad, Gareth. T brings his brand of bewilderment to the insurance industry, acting as both the panicking patient and the dashing Doctor T, explaining to users that pre-paying their annual premium can earn them up to 4% p.a. of guaranteed crediting interest.

The ad will be promoted on various social media channels from 5 October, including YouTube, ViuTV, Cable TV and Hong Kong Open TV. AXA will also be setting up out-of-home advertisements on various locations including Times Square, Harbour City and The ONE.

Kevin Chor, chief life and health insurance officer of AXA Hong Kong and Macau, said, “We are committed to listening to our customers and catering their needs. We understand that rising medical costs is their key consideration for renewing their medical insurance policies. With this in mind, we have designed ‘MediEnhancer’ to help customers cope with medical inflation by providing up to 4% p.a. guaranteed returns, and offering hospital income benefit for a maximum of 1,000 days per confinement, aiming to reduce the inpatient medical expenses of our customers, and strive to be a solid backing for customers.”

Back in September, 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.

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.

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