AXA HK empowers self-employed individuals with new campaign

AXA Hong Kong has launched a new campaign to empower self-employed individuals, while highlighting the challenges they encounter that are often overlooked by society.

This follows AXA's 2023 brand strategy, which posed the direct and provocative question: "Why should the future be a risk?" The campaign launched its first chapter by featuring the experiences of women and the risks that affect their progress.

This year, AXA is launching the second chapter, which aims to address the professional vulnerabilities of being self-employed: “Being self-employed shouldn’t be a risk.” This is particularly relevant in Hong Kong, where insurance brands seldom address this fast-emerging segment. There is also a strong tendency to highlight the positives of being self-employed, such as flexible hours and the appeal of being one’s own boss.

However, the truth is that self-employed individuals face challenges often overlooked by society, including significant mental stress, loneliness, unstable income, and a lack of security due to being a one-person team, multitasking, and working around the clock.

Therefore, AXA aims to celebrate the self-employed in their day-to-day professional struggle and victories, acknowledging them as the driving force behind the global economy and showing that AXA is with them every step of the way. It emphasises “We get you” through tailored communications and plans, offering an array of medical insurance and personal accident protection to support the self-employed at any stage of their business journey.

To further support the self-employed, AXA has launched a citywide campaign that takes an authentic and bold approach to convey a simple message to self-employed individuals, while also raising public awareness about the overlooked challenges faced by this group.

The campaign has begun with a lighthearted yet touching film that illustrates the mishaps that the self-employed experience without dwelling on the hardships of going at it alone. The soundtrack features a remake of “I got you, babe” by Swedish singer, musician, and composer El Perro Del Mar.

To amplify the campaign, AXA will roll out out-of-home (OOH) ads featuring portraits of self-employed individuals as they engage in their daily activities. These ads will be placed in targeted locations around the city to reinforce the message and highlight the support AXA offers to the self-employed.

Following the roll-out of OOH ads, AXA will collaborate with social media platforms and KOLs to generate authentic documentary-style social films and UGC in the form of personal stories, aiming to highlight the truth of the ups and downs a self-employed goes through. On-ground event activations will also be implemented to further raise awareness of this overlooked population.

MARKETING-INTERACTIVE has reached out to AXA for more information. 

Don’t miss: AXA HK empowers HKers to stay ‘one step ahead’ for their health

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

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.

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