The AXA Insurance Advertisement is Very Wrong
The AXA advertisements "Born to Protect" (https://www.youtube.com/watch?v=rXpoO_tMSSQ) about how it was able to process a claim for a consumer who had a car accident even before the consumer file a claim had been going on for quite awhile.
Everyday I pass in front of Time Square in Causeway Bay, the most expensive piece of real states in Hong Kong, I saw it.
If your story does not WOW, or Ops, or OMG
Or there is not enough time for your to tell a WOW/OPS/OMG story.
One Day, I stopped to watch it.
And I am confused.
A list of question comes across my mind:
How comes the newspaper is faster than the client?
How much percentage of these accident is covered by a newspaper?
How much is the possibility that an agent happen to read this piece of news and s/he is also the person in charge of the client account?
All in all, what is the odds that such a story is true?
And to a UX person, how the target customer can possibility associate the story with themselves, or quickly understand the message it is trying to convey.
I don’t think they can.
Because the case is too strange and rare to allow them to make a connection.
Well, who cares about talking a common case?
I had a car accident, i take 3 photos of the damaged parts of my car, a AXA staff looks at my photos, i get the money in my account to fix the car.
That is boring.
Well, you know.
PEOPLE’S LIFE ARE BORING!!
ACCIDENTS ARE BORING!!
Tell a realistic story.
Know your customers and what their concerns are.
Tell them how you can solve them.
Be boring is okay.
It is better than be irrelevant.