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?

Say,

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!!

AND..

IT HAPPENS!!

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.

Comments

6 Cool Products for Your Daily News

I n a way, everything we read and listen that is new to us is News. In the era of information, we are submerged in the sea of news, on paper, in the email box, on TV, on our mobile. Everything is trying to grab our attention. What are the most significant changes in News industry: Moving from Print to Digital: Digital technology is hardly the disruptive force in print media—it is the driving force that shapes content creation and distribution. Hearst Magazines’ US digital operations account for more than 30% of overall US profitability. The New York Times Company has set a goal of doubling its total digital revenue, including advertising and subscriptions, to $800 million by 2020. The company announced the addition of 67,000 digital subscribers in the first quarter of 2016, bringing its total to 1.2 million The P/L is Falling for the Traditional News Providers：While in print media, there is a cost associated with every issue (print and distribution). New York Times quart...

The Global Digital Gaming Market: Reasons, Ecosystem and Top Performers

What are digital games to us as a society. I believe the most important question to answer when looking at an industry is how the society interact and utilize it. More specifically, how different groups in the society do. Looking at several dozens of iconic speeches, videos and discussion papers, I summarized them into 6 kinds: Source of Joy : no doubt this is the most usage of a digital game, It is fun to play and makes people happy. Human beings cannot live without play, and games exist to satisfy this need. Art Form : since the first video game exhibition in Museum of Moving Image in 1989; the characterization of games as art works has been controversial.The opponent states that games has no meaning but to entertain and they do not last long enough like art does; while the supporters argue that the medium of video games is potentially post-modern art and should be viewed through the same critical lens as any other form of art. And ...

How to Do Market Research and Competitor Benchmarking

Congratulation, you have validated your business idea from the people around you and it looks good in their eyes. You want to go ahead and start working on the idea. No matter if you are a veteran in the industry and have good connections to help you start; or your idea came from your personal experience while you have little experience on the market. The first thing you will end up doing is market research. Remember, you are doing the research to: Make sure the idea in a correct way; Identify what your end users are comparing to Understand what challenges you will face; See how you can make money; You are not doing the research to: Copy what the other companies are doing Exhaust all potential competitors in the market What I always to, is a 5+1 market analysis. In the beginning, I would start with a 5-day analysis with the following schedule: Day 1: Find a list of companies that are targeting the same end users you want to approach For most of us, finding the l...

Everyday UX and Product Inspirations

Search This Blog