AXA Insurance wins 'Best Public Awareness Campaign' during the Middle East Insurance Award

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The Policy magazine Middle East Insurance Awards were announced at a ceremony in Raffles Hotel. These are the only awards to recognize and reward excellence in all aspects of the insurance industry across the Middle East.

AXA won the award for Public Awareness Campaign of the Year for its ongoing commitment and responsibility to promote the insurance industry in the region. 'The insurance premium per capita in the Gulf is extremely low compared to Europe which is largely due to the lack of knowledge of the benefits of insurance,' commented Richard Morrison, Area Manager for UAE AXA Insurance Gulf. 'Therefore, one of AXA's responsibilities is to increase the level of the insurance awareness and to 'educate' the public at large about what insurance is.'

To communicate its message, brand AXA uses the tagline - Be Life Confident. 'Be Life Confident is a powerful expression for our clients. In a nutshell, it implies 'we will protect you and help you realize your projects at every stage of your lives'.' comments Julien Audrerie, AXA Gulf Marketing Manager.

'In a human way, 'Be Life Confident' tells customers how they can benefit from AXA's expertise in Financial Protection: enabling people to protect the things that matter most to them, helping them build secure futures and supporting their dreams' comments Julien Audrerie. 'By permitting customers to become more assertive and confident, AXA enables them to live better lives.'

What is unique about AXA's communication to the region is its positive approach to insurance. In contrast to conventional insurance industry communication which plays on elements of fear and negativity, the AXA brand offers a positive, optimistic, dynamic approach and tangible benefits. AXA differs from competitors in highlighting empowerment as a key customer benefit.

AXA was chosen for the award not only for its message but for its huge investment across the region covering a variety of media platforms. No other insurer has spent as much on communicating insurance in these markets. Every major newspaper was used and the multi-media campaign extended to mupis, billboards and radio in both English and Arabic, with a reach of more than 70%. 'A survey is then be carried out to see whether or not we have met our objective: namely, to increase insurance awareness and to be one of the top three for brand recognition in each country,' confirms Julien Audrerie.