AXA unveils its new global brand promise: "Know You Can"

HONG KONG,Feb. 12,2019 -- AXA Hong Kong and Macauunveilsitsnewtagline,"Know You Can",which is being rolled outacross all its markets. ThisnewpositioningsymbolisesAXA's promise to its customers,that is to be the encouraging partner who helps them feel more confident to achieve their goals and to go further. This newbrandpromise plays an integral role in the deployment of AXA's strategic ambition to transition from payer to partner to its customers.

Etienne Bouas-Laurent,Chief Executive Officer of AXA Hong Kong and Macau today unveils AXA’s new global brand promise "Know You Can".

The new tagline is being deployed with a global campaign featuring one of history’s greatest tennis champions,Serena Williams.

The new tagline is being deployed with a global campaign featuring one of history's greatest tennis champions,Serena Williams.Embodying success and self-belief,this campaign symbolises AXA's values and ambition. The advertisements with Serena Williams are at the heart of a comprehensive communications campaign. This campaign also features Liverpool Football Club players[1],enlightening stories fromAXA's strategic business segments -health and corporate insurance,and also local market proof points illustrating AXA's commitment to its customers.

"Know You Canperfectly symbolises the ambition we have of transforming AXA to apartner capable of helping ourcustomersbelieve a better life iswithin their reach.In Hong Kong and Macau,this is translated into three strategic directionswhich govern what we deliver:offering innovative insurance solutions,humanising customer experience and strengthening our agency network.By doing so,we are confident that we will always be byourcustomers' side,fuelling their belief that we can enable them to go further every day,"saidEtienne Bouas-Laurent,Chief Executive Officerof AXA Hong Kong and Macau.

"This new tagline,together with thecampaign featuring a sports legend is a major milestone in AXA's branding strategy. Itembodies thepromise we make to our customers of being their partner and Ibelieve this new brand campaign will truly differentiate us in the industry. We areproud that AXA Hong Kong and Macauwas selected to be the first in Asiaand second in the worldto roll out thisbrand campaign,and we look forward tosharing more local stories soon that further demonstrates how AXA is committed tobeing a partner to ourcustomers,"saidAndrea Wong,Chief Marketing and Customer Officerof AXA Hong Kong and Macau.

The new brand promise campaign islaunched todayin Hong Kongand Macau with an array ofadvertisements on TV,at the Hong Kong and Macauairport,on social mediaand onoutdoor billboardsat strategic locations,sharing the new brand promise with every customer.To seemore details about the newbrandpromisecampaign,pleasevisithttps://www.axa.com.hk/en/know-you-can.

[1]AXA is the Global Insurance Partner of Liverpool Football Club.

Photo -https://photos.prnasia.com/prnh/20190212/2372641-1

Photo - https://photos.prnasia.com/prnh/20190212/2372641-1-b