'Restless for a reason' ad campaign launch

New AXA advertising campaign launches on 3 September
The campaign kicks off with a TV ad featuring dancer Taylor Haines
The campaign is part of a wider brand strategy demonstrating why AXA is ‘restless for a reason’

AXA is set to launch a new adverting campaign and brand strategy under the theme ‘restless for a reason’.

The campaign kicks off with a TV advert on 3 September during ITV’s Victoria, which will air for 10 weeks, and is supported by outdoor, radio and digital display.

The new brand strategy, centres on AXA’s move away from simply paying insurance claims to working restlessly to find ways to make the lives of customers safer and better.

The TV ad features, Taylor Haines, a dancer from Alaska. Taylor was born with a bone disorder called Fibular Hemimelia and had to be fitted with a prosthetic leg at a young age. Despite her disability, Taylor worked restlessly at her craft and is now an accomplished dancer and choreographer.

The wider campaign features four key areas of AXA’s business, which demonstrate the company’s efforts to improve the lives of its customers.

The AXA Research Fund – A philanthropic initiative dedicated to boosting scientific discoveries that contribute to society.
Driverless cars – AXA is working alongside the government on a number of projects to safely bring driverless cars to the UK’s roads
Doctor@Hand – A 365 days a year service which allows patients to speak to a GP anywhere via video
Emergency cash advance - Up to £1,000 emergency cash advance for home insurance customers to take care of the essentials if their home can't be lived in following an emergency.

At AXA we are restless for a reason and that reason is the wellbeing of our customers. What our customers want is changing, they are no longer satisfied with an insurer that simply pays their claims - they want a partner that can help them improve their day-to-day lives.

Our new campaign, featuring Taylor Haines, who embodies the ethos of restless for a reason, showcases some of the ways that we are evolving. We are more than a just an insurance company and our campaign really brings this to life.

Darrell Sansom, Chief Customer & Innovation Officer at AXA UK

The advertising creative work was devised by Fallon, while AXA worked with Havas on media strategy.

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Legal notes

About AXA UK

AXA Insurance UK plc registered in England and Wales under registered number 078950 and authorised by the Prudential Regulation Authority and regulated by the Prudential Regulation Authority and the Financial Conduct Authority under Financial Conduct Authority registration number 202312. Registered office is 20 Gracechurch Street, London, EC3V 0BG.

AXA UK is part of the AXA Group, a worldwide leader in insurance and asset management, with 147,000 employees serving 94 million clients in 50 countries. In 2023, IFRS revenues amounted to Euro 102.7 billion and underlying earnings to Euro 7.6 billion. AXA had Euro 844 billion in assets under management as of December 31, 2023.

In the UK & Ireland, AXA operates through a number of business units including: AXA Insurance, AXA Health and AXA Ireland. AXA UK & Ireland employs around 10,000 staff.

Important legal information and cautionary statements concerning forward-looking statements

Certain statements contained herein may be forward-looking statements including, but not limited to, statements that are predictions of or indicate future events, trends, plans, expectations or objectives. Undue reliance should not be placed on such statements because, by their nature, they are subject to known and unknown risks and uncertainties and can be affected by other factors that could cause AXA’s actual results to differ materially from those expressed or implied in such forward looking statements. Please refer to Part 5: “Risk Factors and Risk Management” of AXA’s Universal Registration Document 2022, for a description of certain important factors, risks and uncertainties that may affect AXA’s business and / or results of operations. AXA undertakes no obligation to publicly update or revise any of these forward-looking statements, whether to reflect new information, future events or circumstances or otherwise, except as required by applicable laws and regulations.

AXA set to launch ‘restless for a reason’ adverting campaign