AXA HK empowers everyone to plan ahead for retirement with new campaign

AXA Hong Kong has teamed up with local singer Jay Fung to deliver a powerful message that anyone at any age can plan ahead in terms of retirement. 

With Fung’s endorsement, the campaign aims to address the everyday concerns of people and reassure everyone that AXA can provide greater peace of mind when it comes to planning for retirement.  

In a conversation with MARKETING-INTERACTIVE, AXA's spokesperson said based on a targeted study on the age range of existing QDAP policyholders, its findings revealed that the majority of policyholders fall within the age range between 35 and 50, rather than those that’s nearly retired.

"Therefore, we’d like to push our ad appeal to a younger segment compared to the existing marketing communication by engaging with Fung, who is more suitable for our target market."

By leveraging Fung's popularity as a well-known songwriter and singer in Hong Kong, yet a fresh Key Opinion Leader (KOL) in the insurance industry, the brand aims to differentiate AXA's image from the mature endorsers used by its competitors. "Besides, Fung possesses a positive and healthy image in making wise choices and being well-prepared for his life. By leveraging on this, we can enhance the campaign effectiveness to create a stronger recall, and extend our campaigns’ reach."

The campaign idea also aligns with AXA’s survey results which showed that 61% of Hong Kong residents aged between 50 and 85 are worried about their assets being depleted due to their long-life expectancy. 

Based on the global platform of “Why should the future be a risk?”, the brand continues introducing products and initiatives to help Hong Kong people unlock their future through a consistent strategic plan, including the IncomeBliss Deferred Annuity Plan.  

Available until mid-June, the campaign aims to convey the message that AXA’s IncomeBliss Deferred Annuity Plan plays a crucial role, allowing individuals to earn and save simultaneously for their retirement. 

Done in partnership with creative agency Publicis Hong Kong and media agency Wavemaker Hong Kong, the campaign strategy is centred around the core message of "Save More with AXA", which carries a double meaning. It emphasises the benefits of the IncomeBliss plan, highlighting the “save” via tax rebates, as well as a good choice to “save” more for the future.   

The campaign showcased many relevant insights of mid-age customers, where they are often faced with the choice between “now” and “the future”, said the spokesperson. "But in fact, with IncomeBliss’ special feature of generating retirement income while maximising tax-deductible contributions, we bring out that sometimes it need not to be an either or choice, but can achieve together if you have the right tool and right company."

This approach encourages the audience to think about their future, while also arousing the brand's awareness and brand consideration, and amplifying the company’s promise on empowering customers to “Know You Can”.

The campaign is further reinforced by eye-catching outdoor advertising in key areas such as Causeway Bay, Tsim Sha Tsui, and Mongkok, spreading the message to a wider audience and prompting individuals to rethink their retirement planning approach.   

Angela Wong, chief marketing and customer officer, said, “The problem of aging population is becoming an increasing concern, AXA Hong Kong is committed to introducing products to the masses to ensure their future well-being and filling the protection gap.” 

“Teaming up with Fung allows us to communicate a serious topic in a light-hearted and witty manner, encouraging people to think about their future. Through AXA’s IncomeBliss Deferred Annuity Plan, they can be sure that its flexibility and wealth accumulation will meet the evolving needs after retirement,” she added.

Don't miss: AXA HK highlights its vision to protect the unprotected in new campaign

Back in October 2023, AXA Hong Kong highlighted its vision to “protect the unprotected” with its new campaign featuring local actor Adam Pak. 

The campaign came upon the launch of AXA’s CareForAll Critical Illness Plan, which was designed based on a customer-centric observation that the critical illness plans in the market have always been aiming to protect only the customers with lower risk; while people with substandard health conditions – who are most in need are always left unprotected.   

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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