From
Living Life To
Loving Life
AXA
Critical Illness
Campaign
BACKGROUND
AXA has redesigned their critical illness product, to provide an upfront lump-sum payment and subsequent monthly income to cover ongoing living expenses so that they can focus on living life.AXA has redesigned their critical illness product, to provide an upfront lump-sum payment and subsequent monthly income to cover ongoing living expenses so that they can focus on living life.
CHALLENGE
Critical illness is the leading cause of death in Hong Kong, and with rising medical and hidden costs, it remains a top concern. While most cancer costs are incurred in the first few months, related expenses can continue for years. However, insurers continue to compete on the number of illnesses covered—a handful offer lump-sum or instalment payments but never both.
SOLUTION
"From Living Life to Loving Life"
We went against the grain and focused on the potentially positive side of critical illness. We started by launching a film. With one of the worst work-life balance ratios in Asia, Hong Kong parents are often physically present yet mentally and emotionally absent. Surviving critical illness can be a wake-up call that leads to positive change. Suddenly, racing to meetings or catching deadlines becomes trivial. Things we took for granted now have a whole new meaning. Time with loved ones is no longer an obligation. It is a treasured moment. We brought this insight to life to show that a better life is within reach with the proper support to start fresh and rediscover the things you cherish most.
A multi-channel strategy involved TV and OOH to achieve a high reach to consumers and leverage online media to drive consideration and usage.
IMPACT
52% up
of Business Target
within Campaign Period
4.5 million
Views within First 4 weeks
over 65%
of Engagement on YouTube Completion Rate
THE WORKS