AXA and Sammi Cheng inspire everyone to embrace fearlessness

AXA Hong Kong and Macau has once again appointed actress and singer Sammi Cheng (pictured) as its brand ambassador. This renewed collaboration underscores AXA's ongoing commitment to inspire individuals to embrace fearlessness by taking charge of their future through proactive planning and protecting what truly matters.

Renowned for her resilience, authenticity, and positive influence on the community, Cheng was chosen as she truly reflects the values at the heart of AXA's brand, according to the release. Her dedication to personal growth, a healthy lifestyle, perseverance and self-acceptance reflects the essence of embracing life's challenges with grace and strength. Her genuine connection with the public makes her an ideal ambassador to represent AXA's mission of empowering people live better, more confident lives.

As part of the collaboration, a new brand film has launched, highlighting Cheng's inspirational life journey and how her values resonate with AXA's commitment to empowering people with confidence through a comprehensive suite of insurance solutions.

The new brand film has debuted across multiple omnichannel platforms. Inspired by Cheng's personal journey, the film highlights how AXA provides comprehensive protection through a wide range of solutions – ranging from health and critical illness coverage to employee benefits, savings, retirement planning, and general insurance.

Set against the backdrop of today's uncertain world, the film emphasises the importance of safeguarding what truly matters: families, health, aspirations, and the everyday moments that bring consumers joy. Through Cheng's personal narrative, the video captures her perseverance, positivity, and forward planning as a form of empowerment - qualities that mirror AXA's mission to help individuals navigate life’s challenges with confidence and clarity.

Angela Wong, chief marketing and customer officer at AXA Hong Kong and Macau, said, "We are thrilled to welcome Cheng once again as our brand ambassador. Her sincerity and strength make her a powerful voice for our brand. Cheng's journey of embracing life’s challenges with optimism and grace reflects AXA's 'Know you can' spirit and our brand promise - to be a trusted partner in helping people live more confidently and fully across various life stages, fearlessly facing uncertainty in the future."

"At AXA, we believe proactive planning is the key to living life fearlessly. Our comprehensive suite of insurance solutions empowers individuals to protect their health, wealth, and everyday moments, allowing them to focus on what truly matters. With Cheng's powerful influence, we aim to inspire more people to take control of their future, face uncertainty with confidence, and thrive at every stage of life," she added.

Cheng shared, "I've always believed that life is about embracing change and staying true to yourself. With the right mindset and proactive planning, we can tackle anything with confidence. I am delighted to partner with AXA again, allowing me to share my journey and encourage others to be resilient, self-believing, and to protect what truly matters. 'Know you can' is more than just a slogan - it's a belief I live by every day, and I hope it inspires others to believe in themselves too."

MARKETING-INTERACTIVE has reached out to AXA for more information.

Don't miss: AXA and Sammi Cheng quell excuses with over 100 reminders across HK

The brand first tapped Cheng to front its fully-fledged integrated campaign in 2022 which used data to target relevant audiences and their excuses, aiming to encourage consumers to rethink their health plans and promote its new medical product, AXA WiseGuard Pro Medical Insurance Plan. 

The campaign leveraged over a hundred real-life excuses from extensive social listening. Following that, these excuses were used to create hundreds of reminders, in the form of pre-roll YouTube ads and programmatic digital ads, that offered contextual messages about the excuses, and how to address those excuses with AXA. 

In addition, these real-life excuses also became the inspiration behind two thematic films where Cheng showcased both the excuses and how to address these excuses by getting protection from AXA. 

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