AXA Insurance Gulf strengthens its brand strategy and launches a new tagline

Indeed, AXA Gulf has just launched an integrated advertising campaign in the UAE illustrating AXA Gulf's determination to meet client's needs through tangible proof and in line with AXA Group's global brand enhancement initiative unveiled last May.

At a time of consumer skepticism within the financial services industry, AXA Gulf campaign demonstrates confidence with a distinctive creative and a focus on the company's trustworthiness. It highlights the fact that insurance consumers deserve high standards of customer service and makes a bold, positive statement reflecting AXA's aim to become the Preferred insurer in the region.

Alexis de Beauregard, Chief Officer Marketing & Retail product offering, explains:

"This new brand strategy was originated by AXA Group in May this year based on an in depth review of the insurance industry. At AXA Gulf, we aim to lead the change in insurance services provided by redefining insurance standards and becoming a benchmark for insurance servicing in the region. To become the Preferred insurance company in the region, AXA Gulf's, with its customers and distributors, adopted the 'Redefining Insurance' new bilingual tagline. We will grow to be more attentive, available and reliable and our Valet service, car replacement operation and 24/7 call center are few testament to these efforts. We plan to introduce more initiatives in the future in order to give our customers the proof that they can trust us."

The advertising executions will be across five media channels - TV, press outdoor, radio & online. All the ads feature the core visual brand asset of the 'Switch' as a creative differentiator. The 'Switch' is a red 'slash' appearing in the AXA logo which signifies the departure from past expectations to the reality of what AXA is offering today and going forward. The ads demonstrate that AXA is the first company to provide evidence of how it is making life easier for its clients.

The campaign runs in two phases; the first phase is the Brand campaign where AXA makes a promise of leading the upgrading of the insurance standards. The second phase is the proof of how AXA is delivering on that promise.

Current focus is on providing the best motor claims service to customers by working hard to make life easier and more convenient for them when dealing with a claim.

AXA's claims service wants to be different from its competitors - broadly the service can be viewed in four tangible attributes:

1. The AXA Replacement car - get an AXA Replacement car whilst your car is at the workshop being repaired

2. The AXA Valet service - delivery of the AXA Replacement car to the customer's home or office and pick up of the damaged car to take to the garage

3. Claims center is open 24/7

4. Customers can open their claims over the phone without having to trudge all the way to the AXA offices thus saving them time and energy.