The Challenge
While misselling cases caused trust issues amongst consumers in the insurance sector across Indonesia, AXA Financial Indonesia risked reputation damage by association despite its ethical, professional and global standard practices. Rather than resort to reactive communication, AFI needed strategic offense: building stakeholder confidence across public, customers, and regulators while establishing leadership voice in the health insurance. Traditional product promotion was insufficient during crisis. AFI required a partner to transform executives into recognized industry authorities, establishing credibility through expertise, not marketing tactics.
Our Approach
- Positioned executives as trusted voices on medical inflation and agent quality through thought-leadership media engagement.
- Strengthened editorial relationships via media briefings, one-on-one interviews, and targeted journalist partnerships to sustain corporate reputation.
- Aligned brand communication between product innovation and public narrative, reinforcing stakeholder trust and long-term credibility.
The Result
- AFI leadership became the media’s go-to source for health insurance insights based on factual data across major national outlets, reinforcing corporate reputation and stakeholder trust.
- Client affirmed AFI’s consistent elevation of health insurance narratives throughout 2024, sustaining brand communication momentum.
- Long-term editorial relationships ensured continuous, credible exposure that protected corporate reputation amid industry challenges.
