The campaign, by ad agency MWO, marks the entry of AXA into the direct insurance space. The financial services giant has previously focused on the broker market.
AXA Car Insurance will target older drivers who feel they are not catered for by other brands, by offering them a 90% no claims bonus.
The TV ad shows pedestrians bashing into one another on a busy city-centre pavement. A voiceover then states, ‘You wouldn't behave this way on foot, so why would you when you are driving?'
Press, outdoor and digital activity will use the tagline: ‘AXA drivers get up to 90% discount on their car insurance. Disrespectful drivers don't.'
TV celebrity Charley Boorman will also front a PR push, including a website inviting consumers to air their views on the state of behaviour on the road today.
‘This campaign will underline the value we place on experience and the fact we're willing to reward that experience through a unique policy that builds on AXA's brand positioning to redefine standards in our industry,' said Tina Shortle, marketing director at AXA Insurance.
Shortle, who also head up the AXA-owned motor insurance brand Swiftcover, recently took up the more senior role within AXA Insurance.