AXA is launching a £10m marketing campaign to support the launch of its new direct motor insurance product targeting older drivers. This is AXA’s first foray into the direct insurance. Previously it had focused on the broker market.
I am quoting from Brand Republic that: “AXA Car Insurance will target older drivers who feel they are not catered for by other brands, by offering them a 90% no claims bonus.”
The TV ad shows pedestrians bashing into one another on a busy city-centre
pavement. A voiceover then states, ‘You wouldn’t behave this way on foot, so why would you when you are driving?’
The tagline for the campaign is: ‘AXA drivers get up to 90% discount on their car insurance. Disrespectful drivers don’t.’
In parallel TV celebrity Charley Boorman (who you might ask is he) will front a PR push, including a website inviting consumers to air their views on the state of behaviour on the road today. How weird.
As you will see from the ad, the big punch line for Axa is – Redefining Standards. I mean, that is going to really get grampa out of his seat and punching the air.
Some obvious observations. This is a covert campaign that selects the older age group on the basis of their long driving record without a claim. I can see the strength in that argument. So unlike RIAS there is no mention of 50+ or anything to do with age.
But, my hunch is that by making the creative so confrontational – literally – the message about 90% discount is going to get lost. I am still thinking about attractive oriental looking lady, the short guy and the lunatic looking women.
And, one thing that older people (who I wonder do they mean as older) tend not to like is confrontation and aggression (yep, I know a bit generalisation). I think a lot of people will have switched off their engagement with the ad before it gets the thing that really matters – money off their insurance.
I guess the smug looking George Clooney lookalike is the visual anchor to the ‘older’ person.
Sorry guys. I reckon it’s a lemon. What do you think?
Image source: reid.gilman