The AXA Insurance Advertisement is Very Wrong

The AXA advertisements "Born to Protect" ( 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.





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.

Popular posts from this blog

5 Things You can Do to Make Usability Test Part of Your Culture

How to Do Market Research and Competitor Benchmarking

4 Mental Processes You can Use to Invest Anything