Axa launches latest ad campaign along with new slogan, 'Little things mean a lot'
Axa, the insurance provider, will begin its latest advertising campaign on Sunday 13 October. The £8m project includes a six-week television campaign which will start during Sunday evening's episode of Downton Abbey. The television run will be supplemented by radio, press and digital advertising from Tuesday 15 October, all centred around the slogan, 'Little things mean a lot'. The campaign is Axa's first major brush with publicity since the company's £1.8m fine at the hands of the Financial Conduct Authority last month for giving customers unsuitable investment advice. On the new advertising push, Cheryl Toner, Axa UK group marketing and communications director, said: “With this campaign we want to communicate what sets Axa apart: the caring service our colleagues provide to our customers. The new adverts showcase some of the ways that we help our customers when they need us most – during an illness, when a treasured possession is stolen or when expanding a family business. At times like these our people know that it’s often the little things we do that mean a lot and our campaign really brings this to life.” The campaign was created in conjunction with Kitcatt Nohr Digitas whose CEO, Marc Nohr, commented: “We have sought to provide Axa with a clear proposition which unites all the component parts of the organisation in a way which makes sense for staff and customers. And we have created a compelling series of ads, which we hope will engage them with the brand in a charming and memorable way. We have helped Axa find a voice of its own which will give it a gravitas and appeal appropriate to its status as a major insurer.” A variety of other agencies were involved in the output, including Havas, with PR and social media support coming from Eulogy! and Onlinefire.