Axa: Health [image]

Credits & Description:

Agency: Publicis Conseil Paris, France
Client: Axa
Product: Bank
Entrant: Publicis Conseil Paris, France
Title: Health
Product/Service: Bank
Idea Creation: Publicis Conseil Paris, France
Executive Creative Director: Marcelo Vergara (Publicis Conseil)
Worldwide Creative Director: Frédéric Royer (Publicis Conseil)
Creatives: Tobias Fant / Robert Aquadro (Nurun Paris)
Account Managers: Magali Bergeroux / Julien Jaques / Annabelle Legrand-Lippens / Jeanne Lemarchand (Publicis Conseil)
Account Manager: Alexandre Samama (Nurun Paris)
Strategic Planning: Philippe Martin-Davies (Publicis Conseil)
Global Digital Director: Pierre Robinet (Publicis Conseil)
Touchpoint Planner: Fola Williams (Publicis Conseil)
Advertiser’s Supervisors: Paul Bennett / Juan Herrera / Marta Grech (AXA Group)
Art Director: Agathe Bailly (Publicis Conseil)
Legal Department: Isabelle Saya-Salvador / Amélie Makhoul (Publicis)
Art Director: Hugo Leloup (Nurun Paris)
TV Production: Armelle Sudron (Prodigious)
Sound Producer: Carsten Krueger (Prodigious)
Director: Vallée Duhamel (/)
Production Company: Iconoclast (Iconoclast)
Producers: Anthony Bargis & Solal Micenmacher (Iconoclast)
Line Producer: Théo Jourdain (Iconoclast)
Post-production: Thomas Guérin (Prodigious)
Director of Photography: André Turpin (/)
Business Affairs: Till Buisson (Prodigious)
Photographer: Simon Duhamel (/)
Advertiser’s Supervisors: Kai Jablonka / Achim Ghanem (AXA Germany)
The Campaign
To show German people that they need a complementary health insurance if anything bad happen in their everyday life, we added the full cost of a potential medical treatment to the price of everyday items. Creating then the most expensive everyday items ever with the simple message that, without any complementary health insurance, even minor mishaps can become major expenses.
Creative Execution
Implementation:
• Awareness phase: TV, pre-roll Youtube, video posts on Facebook, banners, print ads and indoor print in AXA agencies.
• Consideration phase: targeted link ads on Facebook, targeted video on Youtube, landing pages and calculator en axa.de
• Timeline: The campaign took place during 4 months (from June 6th to September 30th).
• Placement: TV channels, Youtube, Facebook, axa.de website, newspaper, AXA agencies, (websites banners) and supermarket.
Reach: 70 million media impressions, 5+ million Youtube views.
Engagement:
• Traffic +32% on the AXA Product webpage dedicated to the clinical treatment offer.
• Traffic +36% on the AXA Product webpage dedicated to the ambulant offer.
Impact:
• AXA entered Top 3 of mind of insurance category.
• Achievement against business target:
• Awareness: +148% against target.
This campaign was built in a holistic approach:
First, a broad audience targeted with an awareness objective on TV, digital platforms, banners, print ads and indoor prints.
Secondly, we’ve created clusters of internet users per interest to push our message closer to their pastime. Our items have been tailored to better catch their attention and lead them to our specific landing pages.
Then we inserted our overpriced items into the daily lives of Germans, by distributing overpriced chocolates bars in supermarket.
Finally, the sales force also has relayed the campaign with their own comments on Facebook, playing with hot topics.
Target: 33M Germans, 25-49 years, who don’t care about complementary health insurance because they believe that the full cost of their medical treatments will be covered by the state. But it isn’t.
Approach:
First, a broad audience targeted with an awareness objective on TV, digital platforms, banners, print ads and indoor print in AXA agencies.
Secondly, we’ve created clusters of internet users per interest to push our message closer to their pastime. Our items have been tailored to better catch their attention and lead them to our specific landing pages. On axa.de they could check the financial benefit of having an AXA complementary health insurance.
Then we took our concept further and inserted our overpriced items into the daily lives of Germans, by distributing overpriced chocolates bars in supermarket.
Finally, the sales force also has relayed the campaign with their own comments on Facebook, playing with hot topics.