AXA Hong Kong and Macau has announced the return of actress and singer Sammi Cheng (pictured) as its brand ambassador, launching a new phase in its marketing strategy aimed at reinforcing the importance of insurance planning and protection.
The renewed collaboration was introduced with a brand film that draws on Cheng’s personal journey, highlighting themes of resilience and preparation for the future.
The campaign, now live across various digital and traditional channels, uses Cheng’s story to illustrate how individuals can manage uncertainty and protect their priorities through insurance.
AXA stated that the partnership is intended to connect with a broad audience by aligning Cheng’s public image with the insurer’s commitment to supporting clients at different life stages.
Angela Wong, chief marketing and customer officer at AXA Hong Kong and Macau, said the company’s decision to work again with Cheng is part of a broader effort to promote confidence and informed decision-making among customers.
“We are thrilled to welcome Sammi Cheng once again as our brand ambassador. Her sincerity and strength make her a powerful voice for our brand. Sammi’s journey of embracing life’s challenges with optimism and grace reflects AXA’s Know You Can spirit and our brand promise – to be a trusted partner in helping people live more confidently and fully across various life stages, fearlessly facing uncertainty in the future,” she said.
She noted that AXA’s range of insurance solutions is designed to address a variety of needs, from health and critical illness to retirement and general insurance.
Cheng commented on the renewed partnership, stating: “I’ve always believed that life is about embracing change and staying true to yourself. With the right mindset and proactive planning, we can tackle anything with confidence. I am delighted to partner with AXA again, allowing me to share my journey and encourage others to be resilient, self-believing, and to protect what truly matters. ‘Know You Can’ is more than just a slogan – it’s a belief I live by every day, and I hope it inspires others to believe in themselves, too.”
The announcement comes as AXA reported its financial results for the first quarter of 2025.
The company recorded a 7% increase in total gross written premiums and other revenues compared to the same period last year. Growth was observed across key business segments.
In property and casualty, AXA saw a 7% year-on-year increase, with commercial lines up by 6%. The company attributed this to higher volumes at AXA XL, including a significant contract with limited risk retention, and pricing adjustments in several markets.
Personal lines also grew by 7%, supported by new contracts and pricing changes, particularly in France and Europe.
Reinsurance premiums at AXA XL rose by 12% to €1.4 billion, driven by insurance-linked securities and pricing in casualty.
AXA XL has been named as The Best Insurance Companies to Work for in Asia. Read the special report here.
