AXA Insurance unveiled today its new brand campaign that aims to empower people in Singapore to know they can “Rewrite the Rules” and reflects its global transformation from being a claims payer to being an encouraging partner to its customers.


The local campaign, launching on 11 February 2019, will run on digital, social and out-of-home (OOH) platforms. It shines the spotlight on common societal expectations in Singapore – such as the belief that it’s not good enough to get anything less than an ‘A’ for a school exam, that it’s not acceptable to leave a job without a new job, that it’s not possible to live a fulfilling life or have a second career after 65 years of age – and encourages people to feel empowered to rethink, challenge and redefine them no matter what stage in life they are at.


Through a simple call to action, AXA seeks to fuel the belief that one can achieve a better life that is right to them even if it means having to challenge the status quo. The campaign also reinforces AXA’s purpose which is to empower people to live a better life, by partnering with them in all stages of their life journey towards achieving their goals and aspirations.


“With 50 years in Singapore, AXA takes pride in being a long-term partner to our customers, and our new brand campaign demonstrates our commitment to go beyond the noble purpose of insurance to protect people and their loved ones,” said Leo Costes, Managing Director, Retail and Chief Customer Officer, AXA Insurance Singapore.


“We also recognise that while the notions of a good life in Singapore are evolving, people continue to struggle with societal expectations and self-doubt. With our new brand campaign, we want to connect with people in Singapore and to inspire them through common scenarios they can relate to and identify with in life, with the ultimate goal of instilling self-belief so that they know they can rewrite the rules to achieve a better life. We also believe that as an insurer we can play a role in our customers’ lives by partnering with them to overcome the obstacles they face and to help them feel in control of their chosen paths.”


Featuring possible scenarios of everyday people across various life stages, the campaign concept comes to life in a 60s brand film. Follow-up videos which take a more in-depth look into each storyline featured in the brand film will be launched progressively.


To view the brand film, please visit




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