AXA - "AXA Art Care (Board)" by PHNX Awards 2024
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| Title | AXA Art Care (Board) |
| Agency | Publicis.Hong Kong |
| Campaign | AXA Art Care |
| Advertiser | AXA |
| Brand | AXA |
| Date of First Broadcast/Publication | 2023 / 1 |
| Product | Insurance |
| Business Sector | Banking, Finance, Law & Insurance |
| Story | The creative idea was to create a new form of universal healthcare, making self-care accessible to everyone in Asia - AXA Art Care. Partnering with colour scientists from Tokyo Polytechnic University, internationally renowned therapy art specialist Yoshirotten, and sound therapy engineers, AXA created a sensory campaign made up of a series of deceptively simple, bite-sized, breathing, stretching and eye exercises that blended science with art. These tangible me-time experiences empowered the sandwich generation to take time for themself without alienating them from one’s family and work needs. Then, instead of selling, AXA turned hundreds of media touchpoints in Asia into acts of healing by colour to help stressed-out Asians feel better, calmer and more energised simply by engaging with Art Care. AXA targetted the Sandwich Generation, those who feel stuck in the middle and overwhelmed by the pressure to take care of their children and parents. 90% have worked longer hours once they have had a multi-generational home. And 77% feel they are trapped and have no personal life. Using data, we understood where the busiest and most overwhelming times of day and locations our audience would be and targeted them with our Art Care exercises. In the busiest and most overwhelming Central Business Districts in the Phillippines, Hong Kong and Thailand, AXA dedicated their Digital OOH media spaces to make caring for yourself more accessible. And to normalise the importance of self-care, we created a public space where thousands of people can see others looking after themselves. Geo-targetted online banners and social media ads were used to target our audience during stressful working hours. In Thailand, the Philippines and Hong Kong, we placed Art Care exercises in the most stressful working districts. Geo-targeted ads helped people relax during the peak of peak hours. We put eye exercises to help drivers stay alert in locations where 3-4 hour traffic jams are normal. And when you’re overwhelmed with work, we reminded people to take a 30-sec breather. Lastly, to normalise the importance of self-care, we created a public space where thousands of people can see others looking after themselves. This became a weekend must-go escape for people in Hong Kong. Broadcasted every day for 3 months, 120 Digital OOH led the Art Care exercises, as well as digital banners and pre-roll videos broadcasted on YouTube, Facebook and popular news channels, TV and category-first highway DOOH in Manila. By making Art Care accessible to Asians, AXA achieved +32 pts in brand uplift and 8% boost in awareness and overall health consideration as a brand. Furthermore: 100+ media reports Over 6M impressions At least a 98% completion rate (from YouTube and Facebook viewership data) |
| Media Type | Case Study |
| CCO | Natalie Lam |
| ECD | Christopher Lee |
| CD | Claudia Wong |
| Head of Design | Marcin Brzezinksi |
| ACD | Helen Yuen |
| AD | Harry Wong |
| AD | Chloe Mak |
| Managing Director | Dennis Yeung |
| Business Director | Kenneth Poon |
| Editor | Belqis Hamid |