AXA unites brands under 'Be life confident' theme

Previously, AXA's three businesses - AXA Insurance, AXA Life and AXA PPP Healthcare - were operated and marketed separately. The launch of the £6m ad campaign on 12 September will be the first time that AXA has promoted its products under one line, enabling it to cross-sell more effectively.

AXA claims the branding reflects its strategy of becoming more open with customers. Development of the campaign was overseen by AXA's group head of brand, Darren Nightingale.

The strategy and advertising were created in conjunction with ad agency J Walter Thompson, which was appointed in June 2003.

The TV campaign features actual AXA employees. The first ad is called 'Carousel horse' and shows a man riding a roller coaster. He asks: 'Is it me, or have the stocks and shares turned into shocks and scares?' AXA staffer Nigel Jeffries answers: 'I know, it's not everyone's idea of fun, so let's see if there's a ride you're more comfortable with'. The scene cuts to painted carousel horses and the ad ends with the voiceover 'AXA Investments. Whatever your investment needs, be life confident'.

Other TV executions will promote AXA's insurance and healthcare products.

The TV campaign will be supported by press, outdoor, and online advertising.

The group has scrapped its 'You only have to AXA' line and all activity will now use 'Be life confident'. The company spends £30m a year on marketing communications.

AXA is conducting an internal communications programme to ensure that staff adopt its 'Be life confident' brand strategy.

This article was first published on Marketing