Axa Winterthur is also a bank
With the launch of Axa Bank, KSB/SJ is proposing a change of sides.
"We love it, we insure it." This claim is now advertising history. The insurance group is now using the slogan: "Come to our site." But there is more behind the change than just a copywriter's idea. From January 23, 2009, Axa Winterthur will also be offering banking products via the newly founded Axa Bank in Switzerland. As a direct bank, Axa-Bank offers its customers simple products with attractive interest rates and low fees. The new offering brings the Axa Group in Switzerland into line with its offshoots in other European markets such as Belgium, France and Germany, where Axa is already active in assurbanking and therefore sells banking products via the insurance channel.
KSB/SJ is now using a kick-off campaign to promote the Savings Account Plus with 1.6 percent interest. At the center of the campaign is the "Axa switch", i.e. the "red line", which was introduced in the summer. This is more than just a logo or design element, but symbolizes the transition from an existing to a new situation in the customer's life. It also expresses Axa's new, global positioning for Axa Bank - "Savings / redefined".
All advertising material dramatizes this new positioning and the attitude behind it by showing people crossing the Axa switch and thus moving to the side of Axa Bank. In two TV commercials, we see these people obviously reflecting on their current life situation. Of course, they quickly make the decision to change something and immediately jump over the Axa switch. This is intended to symbolize the change from a common world to a world with better services. (pan)
KSB/SJ is now using a kick-off campaign to promote the Savings Account Plus with 1.6 percent interest. At the center of the campaign is the "Axa switch", i.e. the "red line", which was introduced in the summer. This is more than just a logo or design element, but symbolizes the transition from an existing to a new situation in the customer's life. It also expresses Axa's new, global positioning for Axa Bank - "Savings / redefined".
All advertising material dramatizes this new positioning and the attitude behind it by showing people crossing the Axa switch and thus moving to the side of Axa Bank. In two TV commercials, we see these people obviously reflecting on their current life situation. Of course, they quickly make the decision to change something and immediately jump over the Axa switch. This is intended to symbolize the change from a common world to a world with better services. (pan)
