AXA HK empowers HKers to stay ‘one step ahead’ for their health

AXA Hong Kong has launched a new “One step ahead” campaign to showcase the importance of taking a more proactive stance when it comes to consumers' health.

This comes as AXA’s latest study conducted among 1,035 Hongkongers aged between 18 and 50 revealed that 86% of respondents are not fully aware of their health conditions such as cancer index, heart function, and blood index. 61% also said they won’t seek professional medical advice immediately if they notice a health problem.

This shows that while Hong Kong is known for its fast-paced lifestyle, where residents often stay several steps ahead in their everyday life habits such as securing limited-edition sneakers and booking flights, they may tend to forget to apply the same proactive mindset when it comes to their health. Inspired by this insight, AXA has launched TotalAssure critical, an insurance plan which is positioned to help individuals stay ahead in the fast-paced race of life.

To embody the spirit of staying one step ahead, AXA has partnered with creative agency Publicis and media agency Wavemaker to launch a campaign featuring local actress Grace Chan (pictured). According to the release, Chan personifies this mindset as from building a family to welcoming three children in just four years, she at the same time also ventured into the realm of social media, showcasing her ability to always be steps ahead to manage her life, career and health.

Available until mid September, the two-month campaign targets diverse audience groups, including high-end and affluent, mass market and young generation, as well as expectant mothers and parents.

A spokesperson from AXA told MARKETING-INTERACTIVE that the campaign aims to create resonance with the audience on the "one step ahead" attitude should also apply to their health, with AXA’s critical illness protection enabling them to do so, they can now be forward-looking and get hold of their health condition, and stop illness from growing before it turns bad. "In the end, this is also syncing with AXA’s overall strategy of enabling customers to believe 'future should not be a risk'.

The campaign includes a video featuring Chan as the focal point. She highlights how Hongkongers often stay ahead in various aspects of their lives, but may neglect to apply the same proactive mindset to their health. This twist paved the way to introduce the TotalAssure Series. The campaign started on 2 July and will last until mid-September. 

Leveraging the “one step ahead” DNA of Hongkongers and with Chan's “always ahead” image on social media, AXA's strategy is to inspire and remind audiences to plan ahead for their health, according to the spokesperson. 

The campaign is further supported by outdoor advertising in key areas such as Causeway Bay and Mong Kok, aiming to spread the message to a wider audience and continuously remind people of the virtue of staying steps ahead. Contextual online assets are also used to captivate AXA’s audience's attention while targeting their pain points.

Meanwhile, social experimental videos and bite-sized thought leadership content serve as additional educational tools, emphasising the importance of proactive measures in addressing critical illness.

Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau, said, "AXA's commitment to our customers extends beyond just providing continued protection. Our forward-thinking approach delivers truly comprehensive coverage, offering advanced protection and helping customers prevent health risks before their conditions worsen. This is exemplified by our recent launch of the TotalAssure critical illness series.”

“Central to this pioneering initiative is our collaboration with Chan, her character often emphasises the importance of being prepared in advance—a key principle of TotalAssure. This powerful messaging echoes the essence of TotalAssure: proactive health safeguarding. We are delighted to collaborate with Chan, whose dedication to staying 'one step ahead' aligns seamlessly with AXA's vision to empower customers to confidently navigate the future, unlocking endless possibilities," Wong added.

Don’t miss: AXA and HK Express team up to enhance travel insurance experience

Back in June, AXA Hong Kong and Macau and HK Express partnered up to enhance customers' travel insurance experience while providing tailored protection for the mass travellers, enabling them to travel on their own terms. 

This exclusive partnership agreement covers all the markets served by HK Express and the popular travel destinations for Hongkongers, including Mainland China, Japan, Korea, Taiwan, Thailand, Vietnam, and the Philippines, catering to their travel needs.

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