AXA has a strong global brand awareness, but a low brand awareness in New Zealand. We were tasked with making AXA stand apart from its competitors in the current ‘sea of sameness’, and improve consumer brand recall. Truly a challenge in the wealth management / life insurance category.
To achieve this we created three 15 second ads featuring the ways AXA is ‘redefining standards’ in the category. Each ad featured one of their unique proof points in an honest, upbeat way. We also updated their website to include the new messaging featured in the TVCs.
