The company, which in the past focused on insurance-related products, launched its first investment plan in 2001 with the Government's launch of a Mandatory Provident Fund in Hong Kong.
It's latest offering, Future, aims to help consumers achieve their goals for financial independence and retirement without wholly relying on the Government.
Developed by Saatchi & Saatchi, the print and outdoor push is based on a 'blueprint' theme; it asks consumers to imagine themselves 30 years down the line. The company also tasked Cordiant's interactive arm XM with creating software that "morphs" images to show how consumers are likely to age.
Joanna Lo, AXA's general manager of marketing, said: "A quarter of Hong Kong's population will be aged 65 or above by 2031. Yet, most Chinese people prefer to put their money in the bank, but there is generally not much return."
XM Hong Kong director, Susana Tsui, said the agency used customised morphing technology to 'age' people at an event at a popular shopping centre. AXA sales agents will use the "morphed" visuals to initiate sales calls with potential clients.
