AXA campaign introduces coverage for counselling

The ‘Emotional Support’ campaign by AXA rolled out in Hong Kong last week and is centred around AXA's 'New World of Health’ line of products and services.

Highlighting its approach to coverage of serious illnesses, the campaign hinges on the specific market insight that such illnesses affect not only the body but also the mind.

Integrated with TV, print, outdoor and digital executions, the campaign revolves around a doctor who is diagnosed with cancer. Being a medical professional, he knows exactly what lies ahead in terms of the physical treatment routine, but the emotional turmoil from cancer hits him unexpectedly. 

The scene changes when he is able to talk to a counselor—as part of innovative coverage provided by AXA. Over the course of the counselling sessions, his mental stress is relieved, which ultimately helps in his recovery.

The "very human but contemporary portrayal" will "prove AXA’s differentiation to the consumer", claimed Sue McCusker, CEO of Publicis Hong Kong.

Covering medical costs is already a given in the insurance category, said Mabel Leung, regional head of brand and insights for AXA Asia.

"We are taking one step further to address the unmet need of emotional support with psychological consultation. We want to bring people’s attention to how AXA redefines standards with our pioneering product,” added Leung.

Publicis Hong Kong has been the regional agency-of-record for AXA since 2011 for six different markets.

CREDITS:

Project: New World of Health “Emotional Support”
Client: AXA
Brief: Demonstrate how AXA better cares for people by offering emotional support during serious illness
Creative Agency: Publicis Hong Kong
ECD: Mark Birman
GCD: Ray Chan
Account Management: Annika Sahlstedt, Rachel Yip
TV production house: WAM, RSA Films
TV Director: Barney Cokeliss
Photographer: Connie Hong
Photo production: Ki Workshop Limited
Media agency: Havas Media
Exposure: TV, print, outdoor, digital