AXA Mansard has launched a new brand campaign entitled “Stay In The Picture”. This is a through-the-line campaign including TVC, online video, massive out-of-home advertising, print advertising, and product advertising.
This latest campaign adopted an emotional yet lighthearted approach to telling the brand story. The video protagonist, the little girl, Mimi, is a reflection of modern children. She goes through specific moments in her life doing things that typically requires the involvement of her mother, however with her father’s presence slightly compensating for that absence. The mother eventually comes through by showing up for her school stage performance albeit with a constraint from a temporary disability.
“We have always had adverts or creatives that talk about disasters and deaths. This has scared the people away from taking insurance. We are proud of this advert that gives benefits while the insured is alive.” said Rasaaq Salami, a director with the National Insurance Commission (NAICOM), Rasaaq Salami.
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