KATIE
DOLAN
Louise
Advertising Student
AXA - TRUST IN US
Our concept centered on building trust between AXA and their clients. We aimed to develop a campaign that was relatable and engaging to any potential customers regardless of their background. Having a bad day can be frustrating and often make you feel isolated; we wanted to reflect this throughout our campaign. When simple tasks start to go wrong it can often be as a result of trying to accomplish too much. Therefore, we wanted our campaign message to suggest that you can rely on AXA to eradicate your problems
and worries, which we accomplished through the use of an eraser metaphor. We wanted the
audience to feel like they could approach AXA and be guaranteed the best possible
care. The main focus was on building brand trust whilst also incorporating
a subliminal message about the types of
insurance they offer.
TRUST IN US: TELEVISION COMMERCIAL
Brief from ycn.org. Music used for non-commercial purposes.
To find music please go to: https://www.youtube.com/watch?v=pH3RelL1178
SUPPORTING MEDIA
To coincide with our television commercial we also created some print advertisements and developed a social media presence based around #trustinus. Having a hash tag that is clear and simple to remember provides customers with a reason to tweet AXA. The aim of the social media was to allow people to tweet and post about minor tasks that have gone wrong in their life and talk about how AXA helped to gain their trust. For the print advertisements we decided to use the same theme as the television commercial by remaining with the eraser metaphor. In order to portray the same message we overlapped a series of photographs of the same person within the same room. We purposely used an actor and actress so that we were not being biased towards a specific gender. We intentionally selected a living room and office scene to subliminally reflect home and business insurance respectively.
www.behance.net/itssaskiamcadamI completed this work with Saskia McAdam. Check her work out at: