Krungthai-AXA Life Insurance has announced the launch of a new product, "CI 123 Critical Illness Insurance for Comprehensive Protection Against All Major Illnesses," along with a strategic marketing campaign aimed at raising awareness and inspiring health care among all segments of Thai consumers. The company aims to shift the perspective of Thais from treatment after the fact to prevention from the outset, reinforcing its goal of supporting a better and more secure life for the Thai people in the long term.

The CI 123 critical illness campaign integrates various marketing strategies across multiple channels, including mass media, digital media, and experiential marketing, to create awareness and engagement. It aims to inspire different groups of people to take care of their health, emphasizing the value of the product and the belief that it is never too late to start caring for oneself. However, life remains uncertain, so it is essential to have health coverage against serious illnesses from the beginning.

Maximizing Visibility Through Out of Home Media Nationwide

One of the main activities includes securing advertising space on the top of Baiyoke Tower, a significant landmark in Bangkok. Utilizing high-rise buildings as media allows the brand to reach a large urban audience and stand out. Additionally, the campaign extends to Digital Out of Home (DOOH) media in Bangkok and major cities to ensure continuous awareness and top-of-mind presence among the target audience.

Emotional Storytelling to Inspire Health Care Through Advertisements

The new advertisement series features stories narrated by Chompoo Araya and her daughter Abigale, sharing inspiration for health care among various groups through images of people beginning to take care of themselves. Just count 1, 2, 3, and start—whether it’s running or eating healthy—to reinforce the idea that it’s never too late to start caring for oneself. However, life remains uncertain, so we must prevent and have health coverage against serious illnesses from the outset through the CI 123 critical illness insurance, which offers comprehensive protection against all major illnesses. This aligns with the concept of living a long life that is not just about numbers but about having a quality life for our loved ones. The choice of presenters in this campaign, known as the adorable mother-daughter duo trending right now, enhances the communication strength, as Chompoo Araya has proven to be a true health leader, making the message more impactful for the target audience.

Delivering Experiences to Create Brand and Consumer Connections Through Collaboration

Krungthai-AXA Life Insurance collaborates with Jones Salad to develop a special smoothie recipe called "Switch To Healthy" to allow consumers to experience health concepts through real-life experiences. The idea is communicated through a bright blue drink made from natural ingredients like coconut, avocado, banana, and superfood spirulina, topped with berry sauce and coconut whipped cream, without added sugar and avoiding nuts, packed with nutritional value. This special smoothie will be available from now until the end of December 2025 at over 49 Jones Salad locations nationwide, creating a new touchpoint with health-conscious consumers.

Creating Engagement to Encourage Participation Through Social Media Activities

To reach the youth and new generation, a Dance Challenge activity will be held on TikTok @krungthaiaxalife to kickstart exercise by counting 1, 2, 3 together. This activity will help create engagement and interactive awareness, inviting both general users and influencers to submit clips for the challenge in January 2026.

From Marketing Campaigns to Sustainable Health Promotion for Thais

Krungthai-AXA Life Insurance supports a budget of 300,000 Baht to the National Cancer Institute for research on serious illnesses and to create beneficial knowledge for patients and their families. This initiative is part of the drive to raise awareness among Thais about the importance of serious illnesses, which is a national agenda, while supporting all Thais to achieve sustainable good health, aligning with the company’s mission: "By your side in every confidence, caring for you forever."

The CI 123 critical illness insurance from Krungthai-AXA Life Insurance is designed to provide maximum coverage for 123 diseases for customers of all ages, starting from the pre-illness stage if symptoms are detected, through early stages to severe stages, including specific diseases and those often overlooked. It also includes special conditions that support advanced treatment methods and emergencies from new diseases and severe accidents.

For those seeking more information about the CI 123 critical illness insurance product and advertising campaign, you can find more details at https://ktaxa.live/ci-123-Campaign-NEWS or inquire about life and health insurance products and other health services from the company at the Customer Relations Center, call 1159, or visit https://www.krungthai-axa.co.th/th.