Axa launches new campaign

MANILA, Philippines - Axa Philippines has launched a new brand spirit campaign to redefine insurance for Filipinos.

In a press statement, Axa president and CEO Rien Hermans said the campaign aims to change how people perceive insurance which most Filipinos associate with death and dying.

“Life insurance is not just about dying, and that’s what we want to tell the public with our new business direction,” Hermans said.

He said more than 90 percent of the benefits that the company pays out are used to address the needs of the living such as college education, retirement and pension, hospitalization, savings and investments, and wealth-building.

“With Axa, Filipinos can enjoy the benefits of their life insurance while they are still alive. And what we pay out to our clients is proof of this,” he said.

Axa unveiled recently its new brand spirit campaign with the theme “Live It Up!” .

Joey Macion, Axa chief marketing officer, said “we have started using less insurance jargon in our customer materials and have avoided fine print in our communications, so it is clearer and easier to understand.”

He said Axa also developed a new financial needs analysis tool called Axa Life Score that matches Axa’s customers with their financial needs and capabilities.

Macion said AXA will soon make policy information available and useable to a policy holder 24 hours a day, seven days a week. He said Axa has an affordable insurance package that includes hospitalization, personal accident coverage, and life insurance protection for as low as the price of a daily value meal.

Hermans said these proofs are exciting as they are groundbreaking. “We, at AXA, will always be available, reliable, and attentive to our customers by redefining the way we do things and improving for the better. This is the new essence of the AXA brand.”