Singapore, 4^th September 2006 - AXA Life Insurance has gone outdoors to promote awareness on its financial planning services on JCDecaux network, which commenced on 30th August 2006.

In JCDecaux Orchard Underpass, the campaign is showcased using 31 scrolling posters and wall stickers. Prior to this, 80 more JCDecaux island light posters were also flanked in the city and suburbs to create awareness. Objectives behind this campaign are firstly to deliver the message that AXA offers consumers sound, quality financial advice and secondly to increase its pool of target customer base. In addition, the campaign is also broadcasted on these mediums - press (Straits Times and Business Times), magazines, buses, direct mailers and AXA website -targeting all adults between the age group 25-45 years old to generate awareness.

Perlyn Hi, Marketing Communications Officer at AXA Life Insurance, explains why AXA has chosen JCDecaux network, "because of the heavy pedestrian traffic at the Orchard underpass, AXA can effectively achieve its campaign objective to elicit a high top-of-mind recall via this high impact medium."

Grey Global handled creatives while media placement duties were handled by Mediacom.