How AXA Asia makes use of chromotherapy to boost private care

Asia’s financial well-being just isn’t the one essential subject on the agenda. For AXA, client well-being is a subject that has raised some concern, based mostly on the outcomes of its 2022 AXA Thoughts Well being and Properly-Being Research. Solely 20% had been working in optimum psychological well being, whereas 35% had been simply starting to get better.

A part of AXA’s analysis revealed an pressing want to deal with points dealing with the “sandwich technology”, which is AXA Asia’s major target market. “Our marketing campaign is impressed by the wants of the sandwich technology, who are sometimes tasked with caring for his or her ageing mother and father and youngsters. Many people belong to this group and we perceive the pressures they face on account of their household commitments. They’ll typically really feel responsible or ashamed once they discover a couple of minutes to commit to themselves, particularly on the subject of saying ‘no’ to somebody,” shares Sabrina Cheung, Director of Model and communications, AXA Asia & Africa.

She provides, “After the challenges of the pandemic, the necessity to ‘Make Time for Me-Time’ has by no means been extra related. That is why we wish to take the lead in exhibiting that it is solely while you take look after your self that you could look after others, which suggests supporting your physique, thoughts, and relationships, guilt-free.

A extremely related and family-focused method was taken for the TVC, created to focus on essential client experiences. “This place was created from our hearts. As our superb AXA purchasers and inventive groups are additionally the target market, it is not arduous to create related work. All of us have a variety of private experiences to share in creating the spot, as a result of too typically we sacrifice valuable “me moments” for others, work and household. It is a case the place we not view the ‘client’ as a unique species, however authentically as actual human beings with wants,” says Natalie Lam, CCO of Publicis Groupe APAC & MEA.

LBB learns extra with Sabrina, Natalie and Bernice Fong, Director of Model and Content material Technique, AXA Asia & Africa.

LBB> The science of coloration was used to design the general marketing campaign remedy. Share extra about his artistic remedy within the TVC.

Natalie > Colours have sturdy therapeutic qualities, so in a marketing campaign that speaks on to the target market about their very own well-being, we thought, let’s not simply cease speaking about well-being, but additionally make the viewers feels snug in all media touchpoints. So we have included a refined sort of “coloration remedy” each time the viewers sees the TVC and engages with the Artwork Care sequence on-line and offline, each media touchpoint turns into an act of care/therapeutic .

LBB> In AXA’s annual well being and well-being survey, what key info has been referenced for this marketing campaign’s strategic framework?

Sabrina > Psychological well being is an important and more and more seen subject in Asia that has solely grown in significance throughout the pandemic. Our 2022 AXA Psychological Well being and Wellbeing Research discovered that solely 20% of individuals in Asian markets thrive at peak psychological well being, in comparison with 35% who barely make it (they could have some areas of well-being however not sufficient to achieve the state of achievement).

And whereas the pandemic has propelled psychological well being discussions to the fore, with 33% of respondents in Asia saying the stigma round psychological well being points has diminished for the reason that pandemic started, we expect it is necessary to open extra space for trustworthy communication on this topic. subject. Utilizing this information in addition to different regional info we have now collected, we have now developed this marketing campaign to focus on the significance of total well-being. Our purpose is to convey the significance of taking time, with out guilt, redefining that it’s a vital a part of being wholesome.

LBB> How did different activations complement the influence of the marketing campaign? Share extra about activating the Artwork Care sequence. What sort of consideration was generated on World Psychological Well being Day?

Bernice> We did not wish to “preach” AXA beliefs with customary one-way communication. We tried to make the general public really feel higher, calmer and extra energized by partaking with our marketing campaign, so we determined to show each media contact level into an act of coloration therapeutic. We wish the general public to follow self-care in a playful method with out realizing it. For Artwork Care, the size of activation is critical, not solely in a number of markets together with Hong Kong, the Philippines and Thailand, but additionally throughout on-line and offline channels.

For instance, in Hong Kong to coincide with World Psychological Well being Day in October, a devoted Artwork Care pop-up expertise allowed individuals to flee the bustle of the town. It was effectively obtained and reminded individuals of the significance of caring for their psychological well-being. In Thailand, the Philippines, and Hong Kong, within the busiest central enterprise districts and high-traffic roads when individuals want a break probably the most, they will discover the artwork therapeutic workout routines on digital channels. out of dwelling, in addition to on social platforms. the place they could be confronted with an awesome quantity of content material. We’ve remodeled all these channels into moments of Art Care, relaxation and time for me.

LBB> What impressed the collaboration with the artist YOSHIROTTEN to create this sequence?

Natalie > We did not wish to create ‘matching baggage’ to get the ‘time for me’ message throughout, as we consider a contemporary model ought to each speak and stroll.

After making this level loud and clear in TVC, we needed all different media touchpoints to be lively enablers of “me time” within the busy lives of our viewers. Everyone knows from our personal private experiences how tough it’s to take step one to creating a brand new behavior, even when in precept we’re okay with the concept. Me for instance, I’ve continual again issues and I do know swimming is sweet for that, I’ve a swimming pool in my residence and I purchased all of the swimming gear a 12 months in the past, however I do not nonetheless have not taken my first swim. So we wish to make “me time” tremendous easy, enjoyable and easy. By even simply stop at a digital OOH to breathe, stretch and move your eyes for five seconds, throughout a busy journey or whereas ready for the prepare, you begin to sneak round a bit.

With this purpose in thoughts, we needed an artist with a enjoyable and easy model, with sturdy scientific backing behind their artwork. YOSHIROTTEN was the right artist as he collaborated with medical specialists and scientific researchers to create each coloration and motion along with his signature graphic types and introduced us these deceptively easy first steps for “Make Time For Me-Time” .

LBB> What different platforms had been used on this marketing campaign?

Bernice > We used a mixture of TV, conventional, digital and social media and promoting platforms to maximise viewers attain and marketing campaign influence in native markets throughout the area, with influencers and celebrities sharing their private experiences and time-saving ideas for Me time.

As well as, the marketing campaign was broadcast on a number of AXA-owned social media channels corresponding to LinkedIn, YouTube and Fb, in addition to inner communication channels.

LBB> From an effectiveness standpoint, how is the marketing campaign measured?

Bernice > Whereas we use widespread metrics corresponding to media worth development in TV, conventional and social channels within the Asian markets that launched the marketing campaign, we additionally intently monitor the speed of conversion and technology of prospects. Principally, we deal with long-term influence. Subsequently, once we conduct our Asia Model Efficiency and Model Choice Monitoring surveys within the coming months, we’ll study whether or not we have now been profitable in producing constructive leads to model consciousness and consideration.

LBB> What are the principle studying factors and takeaways from this marketing campaign manufacturing?

Natalie> True collaboration between shopper and company is vital to creating a unique sort of work. Historically, the well being care class is filled with photographs of glad households and fairly literal, so there isn’t a differentiation. Due to the religion and belief of AXA, we have now taken the primary essential step into new territory, not solely speaking about one thing significant, but additionally giving the general public one thing hopefully helpful, of their busy lives.

The tonality of the work can also be fairly completely different from the everyday work in Asia. It is calmer and quieter than the same old high-energy, over-the-top work that is prevalent. It took a little bit of persuasion to get the lineup, and it is an enormous step in increasing the dimension of the model.

We do not have the total outcomes but, however we’re beginning to hear that new leads are far more certified, and a few markets are beginning to roll out new well being merchandise centered on psychological wellness. We sit up for creating much more impactful and related work with AXA.