AXA launches £4m rebrand

by David Masters

Story link: AXA launches £4m rebrand

AXA is starting a £4 million marketing campaign this week to restore trust in its services amidst global financial turmoil.

Announcing the campaign, the insurer said it is the start of a long-term strategy to make key changes that will improve and add value to customer experience.

The strategy follows the company’s global change of strap line in May this year from ‘Be life confident’ to ‘Redefining standards’.

It is the first major marketing change at AXA UK since marketing director Olivier Mariée joined the company in 2006.

Mariée hopes that a two month £4 million advertising campaign will help the company to stand out at a time when most insurance companies are reducing their marketing budget.

TV adverts will feature a ‘manifesto’ brand spot, and will promote two specific insurance and healthcare products.

In addition, adverts will be placed on the London Underground, and on MSN and AOL homepages.

A red ’switch’ line in the AXA logo now indicates a determination to draw a line under the past and look to the future.

Mariée admits that it is a ‘risky’ strategy for a financial services company in the current economic climate.

However, she said the campaign is going ahead with ‘very strong commitment’ from AXA’s UK team who want to ‘act’ to ‘tackle mistrust’ in the insurance industry.