AXA inspires consumers to protect their dreams with Bucket List Ai

AXA has empowered people to protect their dreams with its first-ever text-to-dream creator, Bucket List Ai. AXA Bucket List Ai is an interactive experience that makes it possible to visualise any dream in seconds, created in collaboration with Publicis Groupe in Thailand, the Philippines and Hong Kong.

The launch was done based on results of studies which showed that visualisation techniques can positively impact one's goals, making people more likely to take steps towards achieving them. So, AXA set out to create an intuitive experience that inspires people to create and live out their bucket list dreams.

It also comes as critical illnesses are becoming more prevalent in Asia, exacerbated by unhealthy lifestyle choices and an ageing population, according to the release. In addition, AXA found a startling statistic that one in two of consumers will have their lives unexpectedly interrupted by a critical illness such as cancer, cardiovascular or respiratory disease.

From hot air ballooning in Cappadocia to swimming with whale sharks, AXA Bucket List Ai can visualise any dream using OpenAI APIs to deliver an intuitive and playful experience in combination with Imagen3, Google's highest quality text-to-image model. The experience links directly to information about AXA’s health and critical illness plans, and is supported with a series of films and influencer content.

Built into the algorithm is an unexpected glitch – a poignant reality check that demonstrates how critical illnesses can suddenly, and indiscriminately, interrupt everyone's lives.

AXA Bucket List Ai is now live in Thailand and the Philippines. In Thailand, AXA’s health plans include benefits such as cancer treatment innovation, annual health checks, access to Roke Rai So Shield, a plan that covers 10 serious illnesses, and the Emma by AXA app, which helps to strengthen body and mind.

In the Philippines, AXA offers medical plans, Health Care Access and Global Health Access, which includes an annual physical exam (APE) and executive checkup (ECU). Its superior critical illness plan, Health Max Elite, covers 150+ critical conditions—even at pre-early stages, so consumers can focus on living out their bucket list knowing that they are covered every step of the way.

A spokesperson from AXA told MARKETING-INTERACTIVE that AXA Bucket List Ai targets Thailand and the Philippines and promotes AXA's health plans in these markets. "While these two markets are the focus of the campaign, the AXA Bucket List Ai experience works across the APAC region."

“Unfortunately, we will all be touched in some way by critical illnesses at some point in our lives. With the launch of AXA Bucket List Ai, our primary objective is to shift the prevalent belief that critical illnesses are beyond our control, and empower everyone to take proactive steps to protect themselves from the impacts of such illnesses,” says Arthur Lenfant, global brand manager at AXA.

Bernice Fong, head of brand at AXA International Markets added: “We tend to put our heads in the sand when it comes to the risk of critical illness. With Bucket List Ai, AXA is on a mission to encourage people to live out their dreams – and take positive steps to protect them by safeguarding their health and finances, and planning for the future.”

“There is so much doom and gloom in the critical illness insurance category, but with the launch of Bucket List Ai, AXA is using people’s bucket list inspirations to promote positivity around protecting their dreams. Behind the scenes, there are multiple AI systems analysing as you type, suggesting alternatives, and scanning for the most inspiring imagery. As a digital experience, Bucket List is a powerful reminder of how precious life is,” explained Laurent Thevenet, head of creative technology at Publicis Groupe APAC.

Don't miss: AXA HK empowers self-employed individuals with new campaign

Back in September 2024, AXA Hong Kong launched a new campaign to empower self-employed individuals, while highlighting the challenges they encounter that are often overlooked by society.

This follows AXA's 2023 brand strategy, which posed the direct and provocative question: "Why should the future be a risk?" The campaign launched its first chapter by featuring the experiences of women and the risks that affect their progress.

This year, AXA is launching the second chapter, which aims to address the professional vulnerabilities of being self-employed: “Being self-employed shouldn’t be a risk.” This is particularly relevant in Hong Kong, where insurance brands seldom address this fast-emerging segment. There is also a strong tendency to highlight the positives of being self-employed, such as flexible hours and the appeal of being one’s own boss.

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