AXA Singapore is the sixth and newest insurance provider for the Integrated Shield medical plans. These plans offer private health insurance coverage to Singaporeans on top of the MediShield Life medical plans provided by the government.

The launch campaign created by Publicis plays on the fact that AXA Singapore is the newest player in the Shield market, and leverages on unexpected visuals to announce and imprint the consumers’ minds with the unique offering AXA brings with its entrance and new product flexible, customisable bundling of plans to cater to individual needs, as well as the longest post-hospitalisation coverage of 365 days.

A heart-warming video shows a girl who arrives in a new neighbourhood and how she notices none of children at the birthday party truly know or care what the birthday boy wants.

Through quick thinking and smart observation, the new girl surprises and impresses the birthday boy with a handmade gift that’s significantly more meaningful to him, a metaphor for AXA Singapore’s distinctive entrance into the Shield category.

“The film tells a simple story of how taking a step back allows you to look at things in new ways. The charm of the story comes through from the heartwarming and innocent storyline of two children meeting for the first time and immediately establishing a connection.” said Thierry Halbroth, Managing Partner & Executive Creative Director, Publicis Hong Kong.

The concept is exploited across all media channels, with digital executions going beyond traditional banners to create engaging, informative, sales-inducing interactions with the consumers and with an activation campaign to reach them in the streets of Singapore.