Sammi Cheng fronts AXA's WealthAhead II campaign to redefine legacy planning

AXA Hong Kong has unveiled WealthAhead II, a savings insurance series designed to modernise how families think about wealth growth and legacy planning. Running from 20 October to late December 2025, the campaign features brand ambassador Sammi Cheng and uses emotional storytelling to transform legacy planning from a distant goal into an actionable journey.

Building on AXA’s recent brand videos and health-focused campaigns, the new launch deepens the company’s message of trust and continuity. By linking Cheng’s multi-generational appeal with a narrative about meaningful financial action, the campaign aims to encourage families to secure their future with intention.

At the heart of the campaign lies the theme “Growing your wealth, witness the legacy”, which reframes legacy as something living and tangible - an outcome of everyday decisions rather than an end-of-life concern. The campaign was developed in collaboration with Publicis for creative and WPP Media's Wavemaker for media.

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Targeting affluent individuals and families with young children, the campaign departs from the conventional emphasis on numbers and returns. Instead, it focuses on narrative and purpose, encouraging early, meaningful action for loved ones.

The video subtly ties AXA’s financial strength - its dividend performance and global credit ratings - into a story that is personal, emotional, and forward-looking.

A companion social-video feature builds on this message, featuring Cheng’s own reflections on saving and purpose. Her understated storytelling translates financial planning into relatable, everyday actions: start early, plan for succession, plan with purpose. The personal tone reinforces AXA’s goal of making legacy planning approachable and human.

The rollout integrates high-impact outdoor activations across key Hong Kong districts with AI-powered digital targeting for precision reach. It employs a wide-reaching media mix combining large-format LED screens across Hong Kong’s busiest districts - Causeway Bay, Mong Kok, and Tsim Sha Tsui - with bus bodies, shelters, taxi wraps, and seat-back posters.

Its digital push spans OTT TV, social media, SEO articles, and programmatic advertising, amplifying the storytelling to reach families both offline and online. Family-oriented KOLs and YouTube creators help extend the conversation online, prompting audiences to share their own family planning aspirations and connect directly with AXA Financial Consultants for personalised guidance.

“Through WealthAhead II, we’re redefining legacy planning as an actionable journey for families, instead of a distant goal. This campaign provides a new perspective and truly inspires early steps toward wealth growth, empowering individuals to shape a lasting legacy,” said Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau.

Earlier this year, AXA and Cheng launched an inspirational brand film centred on her personal journey of self-belief and proactive planning, reflecting AXA’s commitment to empowering people to face life’s uncertainties with confidence. But their partnership dates back to 2022, when Cheng fronted AXA’s integrated campaign for WiseGuard Pro, which creatively used social listening to turn over real-life “excuses” into contextual reminders encouraging consumers to take charge of their health and protection plans.

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