Introducing a new tagline - "Redefining Insurance"
AXA insurance Gulf, one of the leading international insurers in the region, keeps up with its regional Ambition as it has decided to reinforce its brand strategy and adopt a new bilingual tagline: "Redefining Insurance". 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:-Ends-
About AXA in the Gulf
AXA Gulf is the largest non-life international insurer in the Middle East with more than 250,000 customers and a gross written premium of over US$ 350 million. AXA Gulf is offering a wide range of insurance products and services for corporate and individual customers through a workforce of over 580 employees in 12 offices region-wide.
About the AXA Group
AXA Group is a worldwide leader in Financial Protection. AXA's operations are diverse geographically, with major operations in Europe, North America and the Asia/Pacific area. AXA had €1,281 billion in assets under management as of 31 December 2007. For the full year 2007, IFRS revenues amounted to €94.0 billion and IFRS adjusted earnings to €6.1 billion. The AXA ordinary share is listed on compartment A of Euronext Paris under the ticker symbol CS (ISIN R0000120628 - Bloomberg: CS FP - Reuters: AXAF.PA). The American Depository Share is also listed on the NYSE under the ticker symbol AXA. Our previous company performance is not a guide to how we may perform in the future.
For additional information:
Lianne Braganza-D'Sylva
Regional Communications Manager
Tel: +971 4 315 01 15;
email: Lianne.dsylva@axa-gulf.com
Alexis de Beauregard,
Director - Marketing and Retail Product Management
Tel: +971 4 315 0276
© Press Release 2008
