AXA launches campaign based around people’s future selves

Alex Sword


The Financial Services Forum

AXA UK has launched a new campaign based around the concept of people’s future selves.

Based around the tagline “future you will thank you”, the upbeat ad focuses on the idea that insurance is something you buy now with a pay off in the future.

It shows a man interacting with future versions of himself who have all benefited from having insurance in specific scenarios such as a burst pipe, a car accident or health issues.

The scenarios are designed to raise awareness of AXA’s broad range of insurance products, including home, car, business and health.

The ad will be supported by digital and out-of-home advertising.

AXA also collaborated with Channel 4 to create contextual ads based on the idea with some of the broadcaster’s well-known presenters such as George Clarke, Scarlette Douglas and Jason Fox.

These ads will play on Channel 4 during the first ad break of the programme George Clarke’s Old House, New Home on 24 August.

Barney Bailey, Brand & Sponsorship Director at AXA UK, said: “This Masterbrand campaign aims to promote awareness of the breadth of insurance that AXA UK offers: home, car, health and business insurance.

“We used every tool in our arsenal to cut through in a competitive category by sweating our brand cues: from a creative idea that has a pure product and consumer insight at its heart, to a production technique that delivers standout and a media strategy that extends the idea beyond the traditional formats.”


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