Axa UK ‘Future You will thank you’: Get carried away?

axaAfter a month of the Decision Marketing Creative Review Summer Sojourn, we are back to Blighty with a bang this week; welcome to the world of insurance.

Now while Axa UK’s new masterbrand campaign, “Future You will thank you”, is perhaps not the most enticing brief in the world, it is at least based on a sound idea; that insurance is something you get today for peace of mind, but really pays off in the future, if and when you need it.

The campaign, developed by Fallon UK, runs across TV, OOH and digital, and is complemented by a media partnership with Channel 4 led by Starcom, extending the brand platform, starring Channel 4’s George Clarke, Scarlette Douglas and Jason Fox.

Leading the charge is a 30-second film produced by Pulse, which opens with the calming, recognisable voice of comedian Ivan Battaliero-Owen (Ogmios Zen).

He states: “Axa Insurance… good choice”, as a man takes out an insurance policy with Axa UK. We see the ‘future’ version of the man applauding his decision. We then see several more ‘future’ versions thanking him. Each scenario relates back to Axa UK’s home, car, business and health insurance offerings. The film ends with the image of all the man’s future versions of himself that needed insurance, thanking him enthusiastically.

Digital and out of home versions feature the group hug shot from the end of the film with the campaign line “Future You will thank you”, and are complemented by an animation which bring the group hug to life.

Meanwhile, Channel 4 has created a series of contextual ads, featuring well-known Channel 4 personalities – George Clarke, Scarlette Douglas and Jason Fox.

The ads show the three celebrities reflecting on their careers and paths to success, highlighting the message that our future selves will thank us for the good choices we make today.

Axa UK brand and sponsorship director Barney Bailey said: “This 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.”

Fallon UK creative director Graham Lakeland added: “We wanted to create a fun creative platform that punches above its weight and makes you smile. Amongst others, we were delighted to work with the brilliant Ogmios Zen who brings a big dollop of humour through his voiceover and helps make the film so memorable.”

So, what is the consensus around the Decision Marketing office?

Well, let’s be fair, insurance has always been a tough sell, often involving a large dose of “what would your family be left with if you snuffed it now?” scenarios. So, it is a refreshing change to see a more positive take, with a splash of humour, too. In fact, we would go as far as say, we actually enjoyed this.

But, let’s not get too carried away, it’s still only insurance…

Decision Marketing Adometer: A “diving for cover” 7 out of 10

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