HONG KONG – In a first for Hong Kong, the launch of AXA’s Cancer and Stroke Therapy Insurance takes the delicate subject of critical illness’ and creates an engaging, empowering journey of recovery.
The campaign from Publicis Hong Kong leverages the unique 2-in-1 benefits of the innovative product to dramatize the different paths Cancer and Stroke survivors walk as they recover from their illness.
An eye-catching split-screen visual device highlights key-points at every stage, and the different support required. The action has been choreographed so that the left side of the screen mirrors the right side, in a same-but-different way, reflecting the dual nature of the plan.
“Many underestimate just how long the road to recovery is for cancer and stroke. The path to wellness can take months, even years, and requires a combination of treatments at every step. Yet, until now, no single insurance plan has covered them both.” – Jacqueline Lam, Business Director, Publicis Hong Kong.
“A unique product demands a unique, yet simple, eye-catching execution.”- Thierry Halbroth, Managing Partner & Executive Creative Director, Publicis Hong Kong. “The road to recovery for both, cancer and stroke. The split screen execution allows this message to clearly come through while strongly reinforcing the 2-in1 solution that AXA provides – a comprehensive support adapted for each illness.”
The concept is exploited across all media channels, with digital executions going beyond traditional banners to create engaging, informative and, sales-generating interactions with the consumer.
