AXA 'Redefines Standards' with bold new integrated campaign

10 OCT 2008

AXA, one of the UK's market leaders within the financial services sector, is to launch a fully integrated advertising campaign through Saatchi & Saatchi and Team Saatchi, which highlights how consumers deserve the highest standards of customer service from financial services companies. It is a bold, positive statement that reflects the company's long-term aim to be the UK's most trusted financial provider. The campaign also focuses on specific promises across AXA's General Insurance and Healthcare businesses.

Following the introduction of AXA's new, global brand promise and strapline, 'Redefining Standards', in May this year, there will be executions across four media channels - TV and consumer press, online and outdoor - all featuring the core visual brand asset of the 'Switch' as a creative differentiator. The 'Switch' is a red 'slash' appearing in the AXA logo which signifies the departure from past expectations of AXA and the reality of AXA's offering today and going forward. The campaign marks the beginning of a long term strategy to grow customer trust and the 'Switch' now also features in the strapline 'Redefining / Standards' symbolically drawing a line under the past.

The campaign breaks on the 13th October and will run until the end of the year. Each element conveys AXA's positioning as the financial protection company that proves it is worth trusting - something which is increasingly relevant for customers in today's unpredictable financial climate. The total media spend for the campaign is over £4 million.