AXA rolls out extensive 'rebranding campaign' for Hong Kong

Publicis Hong Kong won the AXA creative account earlier this year. Sue McCusker, GM of the agency, said, “It was a huge win for us. Unlike other big insurance players which previously launched mainly regional campaigns, AXA  is investing in a major campaign for Hong Kong alone. This first campaign is really focused on the name change from AXA Kwok Wei to AXA An Shing in Chinese, and the company's vision for Hong Kong, and understanding people of Hong Kong.”

The 45-second spot covers different stages of Hong Kong people's life, from early marriage with young children to retirees who strive for stability. Everyone wants to see a prosperious economy for growth, something that resonates with the new Chinese brand name An Shing.

The two Chinese characters, An and Shing, which mean stability and prosperity, are the aspirations of the people of Hong Kong, the company said. AXA says the new Chinese brand has been chosen to demonstrate AXA’s even stronger commitment to its customers in redefining standerds.

The first burst of the TVC campaign will be for two weeks and will be supported by large-scale media buys by OMD Hong Kong in all main newspaprers, OOH ads in the Cross-Harbour Tunnel, and MTR station displays. The campaign will also have a strong digital component.

A second regional TVC will launch in August, focusing on the main brand with the new campaign tagline ‘Redefining standards’.