WINNING | AXA sharpens insurance push with human stories

Insider Spotlight

• AXA Philippines is using human-centered campaigns to make insurance, health and financial protection easier for Filipino consumers to understand
• Its health-focused influencer campaign generated healthy conversion rates, contributed to sales and lowered customer acquisition costs compared with previous years
• The insurer received three recognitions at the 22nd Philippine Quill Awards for campaigns covering life protection, mental health and health insurance
  
  
  
  

AXA Philippines is sharpening its consumer engagement strategy by using relatable stories, digital content and partnerships to simplify insurance products and connect protection with everyday needs.

The strategy recently earned the insurer three recognitions at the 22nd Philippine Quill Awards: an Award of Excellence for its AllShield campaign and Awards of Merit for its Mind Health and Health Always-On campaigns.

AllShield campaign

Insurance products can be complex for consumers. AXA is positioning communication as part of its broader effort to make financial protection easier to understand and relevant across different life stages.

Its AllShield campaign centered on the idea “Wrapped in Love for ₱59/day,” framing life, accident, disability and critical illness protection around caring for family members.

Different consumer segments

AXA’s Health Always-On campaign used influencers, podcasts and brand collaborations to explain products including AXA Health Start, AXA Health Care Access and AXA Global Health Access to different consumer segments.

The campaign generated healthy conversion rates and contributed significantly to overall sales performance. It also lowered the cost of acquisition compared with previous years, according to AXA.

Meaningful steps

AXA also used research to build consumer engagement around mental health. Its campaign for the 2025 AXA Mind Health Report translated global and local findings into Filipino stories through media relations, sports and entertainment partnerships, and digital content.

“Insurance protection becomes more meaningful when people can see how it connects to their own lives, their health, and the people they care about,” AXA Philippines chief marketing officer Nandy Villar said in a press statement. 

“These recognitions affirm our commitment to communicate in ways that make financial security easier to understand and more relevant to Filipinos, while helping them take meaningful steps toward protecting what matters,” Villar added.  

Provider of protection

AXA is using the campaigns to reinforce its positioning as a provider of protection across health, family and financial needs. The company serves more than one million individuals through life and general insurance products. —Vanessa Hidalgo | Ed: Corrie S. Narisma