AXA Ireland is hoping to beef up its 20% share of the Irish motor market with a canny new advertising campaign that's set to hit competitors where it hurts.

The company, which has gone from being a 'basket case' in 1999 to the best performer in AXA last year, is pondering whether to take out a full page ad revelling in the fact that a number of its policyholders are from rival insurer Quinn-direct.

In a bid to snatch a few more customers away from Quinn, John O'Neill, chief executive of AXA Ireland, has revealed that the new slogan could read: "If it's good enough for Quinn staff then it's good enough for you."

Hold on to your hats advertising execs, Backchat foresees a war of words brewing in the Emerald Isle.