Know You,
To Protect You
AXA
Pink Medical Insurance Plan
Launch Campaign
BACKGROUND
Empathising with Hong Kong women's ambitions, tensions and uncertainties at every life stage. AXA has relaunched its medical insurance plan, designed by women for women. It offers well-rounded coverage for not only physical and mental wellness but, for the first time in Hong Kong, also covers fertility treatment and beauty treatment in one insurance product. Providing women with holistic care and protection to resolve their tensions and support them with the confidence to progress and pursue their potential.
INSIGHT
Hong Kong women have the freedom to pursue virtually anything they want. Life has also evolved to be less linear, bringing about more choices for them at every stage of life. Still, with great empowerment comes rising self-expectations and tension - from innate health / physical challenges, residual societal expectations, and her life ambition.
SOLUTION
"Know You, To Protect You"
This idea reflects the ups and downs that Hong Kong women go through in their life's journey.
Through this story about sisterhood and friendship between a manicurist and her client, we bring to life the importance of empathy and mutual support in giving women the strength to overcome challenges and keep moving forward.
Like the manicurist in the story, AXA understands and constantly supports Hong Kong women physically and mentally throughout their lives.
A multi-channel strategy involved TV and OOH to achieve a high reach to consumers and leverage digital social media to drive consideration and usage.
THE WORKS
Online Video
Product Videos
11
Video segments
24
Versions of online video targeted to specific consumer
Working with Google and its YouTube Director Mix platform, we have picked 11 video segments from the campaign, combined with different product messages to create 24 different versions of online videos that target specific audiences, feed them with product features and offers that are strongly associated with their profiles and internet behaviours.
Key Visuals / OOH / Social Contents
