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By John McCarthy, Opinion editor

August 31, 2017 | 2 min read

AXA has shifted its messaged to reflect a new focus on customer service in its latest ad campaign.

The company is debuting a campaign focused on helping customers 3 September during ITV’s Victoria, whereupon it will be supported with activity on outdoor, radio and digital display.

It underlines a shift in brand strategy that culminates in an attempt to move away from the insurance-centric angle into a more open and helpful company. Alaskan dancer Taylor Haines stars in the role, fitted with a prosthetic leg at a young age, she looks to inspire viewers as per the ‘restless for a reason’ strapline.

Darrell Sansom, AXA UK chief customer and innovation officer, said: “At AXA we are restless for a reason and that reason is the wellbeing of our customers. What our customers want is changing, they are no longer satisfied with an insurer that simply pays their claims - they want a partner that can help them improve their day-to-day lives.

“Our new campaign, featuring Taylor Haines, who embodies the ethos of restless for a reason, showcases some of the ways that we are evolving. We are more than a just an insurance company and our campaign really brings this to life.”

The campaign was devised by Fallon, while AXA worked with Havas on media strategy.

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