On Sunday 5th February 2012,AXA launched a brand new
advertising campaign.
The £20million campaign entitled 'Why Not' highlights what makes
AXA different from its competitors with the central message 'Where
others ask why? AXA asks Why Not?'
'Why Not' demonstrates the ways in which AXA is doing things
differently and challenging not only its own thinking, but that of
the traditional insurance industry. It supports and brings to life
AXA's brand positioning - Redefining Standards.
The campaign leads with two TV adverts to support motor and health
insurance. Fantasy situations are used to show the aspirational
desires that people have. The AXA (Switch) red line takes us back
to the real world where we see how AXA have made the aspiration a
reality for customers.
In both films we illustrate this with features within our products
and services which differentiate us from our competitors.
AXA Motor; we show we have the highest no claims discount in the
market because we believe that careful drivers should be rewarded -
why not?
AXA PPP healthcare; we offer our customers dedicated heart and
cancer nurses as we believe they should be supported through the
toughest of times - why not?
Our whynotnation.axa.co.uk website
shows how during turbulent times we are seeing a 'Why Not?'
attitude emerging - the report looks to uncover more about what is
driving this. You can also see how AXA is embracing the why not
approach through its people, products and services.