AXA rolls out new global brand campaign to inspire confidence and progress　Hong Kong selected as the first in Asia to unveil the creatives

HONG KONG SAR – Media
OutReach – 15 March 2021 – Embodying
its “Know You Can” brand signature, AXA announces today the launch of its new
global brand campaign, with Hong Kong being the first market in Asia to
activate a series of promotion.

 

The campaign brings to life AXA’s new
Purpose, “Act for human progress by protecting what matters”, evolving the
meaning of the brand’s promise from empowering an individual’s self-belief
towards being an enabler of progress through collective and connected
confidence. In doing so, it seeks to make the brand a trusted, reliable beacon
for its stakeholders.

 

The current
global pandemic has had a massive impact on the physical and mental health of
people around the world, including in Asia, posing unprecedented disruptions to
daily life. The new brand campaign is built around a message of optimism: “When
you feel confident you can go far. When you feel protected by AXA you can go
further.” Know You Can.

 

The importance of confidence in
enabling progress reflects a sentiment that strongly resonates with the current
situation, encouraging people to look beyond the crisis and project themselves
into the future. At the heart of the campaign is a short film focused on AXA’s
commitment to supporting its customers, small-to-medium enterprises and the
wider community, giving them the confidence to move forward. This will be
accompanied by a series of vignettes that further illustrate AXA’s efforts
across its health, property and protection, and life and savings business
lines.

 

“This new brand campaign
underscores AXA’s continuous commitment to being a true partner for our
customers and helping them to achieve their goals.  We hope to inspire people with this impactful
campaign to embrace the future with confidence and build a better world
together.” said Sally Wan, Chief Executive Officer of AXA Hong Kong and Macau.

 

Hong Kong is selected
to be the first in Asia to roll out the global brand campaign across TV,
digital and social media, and on outdoor billboards at strategic locations.

 

“We are proud and
delighted to be the first Asian market to launch this powerful  brand
campaign.  To further reinforce our brand promise ‘Know You Can’ among
Hong Kong citizens and build up the impact of this meaningful brand campaign,
we will also introduce a series of local inspiring true stories surrounding the
themes of Climate Change, BetterMe and Health throughout this year.” said Andrea Wong, Chief Marketing and Customer
Officer of AXA Hong Kong and Macau.

To see the campaign: www.axa.com.hk