National Mutual had been operating in Hong Kong for more than two
decades when the decision to rebrand itself as AXA Insurance was
made.
This presented an immediate challenge: how to project the company's new
brand personality effectively and creatively in the local
marketplace?
The first move was to change the company's name to AXA in English, but
retain its original Chinese-language name - this would thus maintain a
strong brand linkage between National Mutual and AXA.
Zenith Media aimed to achieve advertising cut-through in a marketplace
where competition was fierce, and where brand positioning tended to be
very much category-generic.
AXA's new brand personality was determined to be entrepreneurial,
progressive, upbeat, positive and human; the company positioned itself
as the market leader, setting benchmarks for the industry.
The creative platform needed to be positive, optimistic, upbeat in tone
and style, with the emphasis on the benefits and solutions delivered by
AXA - "by covering personal, property and business risks, AXA enables
you as an individual to move forward with peace of mind".
The slogan conceived was "Go Ahead with AXA".
The media strategy emphasised outdoor options, with the intention being
to use the medium as the message.
Zenith achieved a ubiquitous brand presence at the Eastern Harbour
Tunnel "to keep people going all the way".
Giant head-on billboards and more than 1,000 branded traffic cones
created a brand new medium for AXA.
In addition, the regular 'thank you' signage at the toll booth exits
were replaced by custom-made, AXA-branded displays.
Upon paying the toll fee, a "Go Ahead" message lit up in the display
panel.
Another creative media idea was to make full use of the exterior of the
AXA building itself as an advertising space.
A huge arrow with the slogan was pasted onto the side of the building
facing Victoria Harbour, using special material devised by 3M which
still allowed the building occupants to see through the windows. The
media stunt achieved significant coverage in the local press.
* This ongoing National Geographic Showcase series features selected
material from winners and other entries in the Best Use of Media
category in MEDIA's Agency of the Year Awards 1999.
