AXA sell hinges on financial advice

The tips include: "Don't shop impulsively", "Have fewer credit cards and pay them off in full each month

and "Prepare for the unexpected.

The campaign is titled "Rethink Money

and has the tagline: "It's time to reconsider money. AXA can give you a fresh perspective on wealth creation and financial management."

AXA is better known as one of the leading insurance providers in Hong Kong and China and this effort is the start of a series of campaigns, to add another dimension to its brand proposition.

Saatchis account director, Joscelyn Lim, said: "The first step is to build the credibility of AXA to make people aware that the company understands money too."

Executive creative director, Francis Wee, added: "We're setting the stage for a mindshift from insurance to insurance and financial planning."

This is not the first time that AXA has broken away from industry norms in its advertising. Last year, its campaign to promote its core insurance business - also developed by Saatchis - featured a sleepwalker and a donkey. Saatchis regional executive creative director, Craig Davis, said: "This is a way of standing out."