| Title | HEALTH |
| Brand | AXA |
| Product/Service | BANK |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
| Marcelo Vergara |
Publicis Conseil |
Executive Creative Director |
| Frédéric Royer |
Publicis Conseil |
Worldwide Creative Director |
| Tobias Fant / Robert Aquadro |
Nurun Paris |
Creatives |
| Magali Bergeroux / Julien Jaques / Annabelle Legrand-Lippens / Jeanne Lemarchand |
Publicis Conseil |
Account Managers |
| Alexandre Samama |
Nurun Paris |
Account Manager |
| Philippe Martin-Davies |
Publicis Conseil |
Strategic Planning |
| Pierre Robinet |
Publicis Conseil |
Global Digital Director |
| Fola Williams |
Publicis Conseil |
Touchpoint Planner |
| Paul Bennett / Juan Herrera / Marta Grech |
AXA Group |
Advertiser’s Supervisors |
| Agathe Bailly |
Publicis Conseil |
Art Director |
| Isabelle Saya-Salvador / Amélie Makhoul |
Publicis |
Legal Department |
| Hugo Leloup |
Nurun Paris |
Art Director |
| Armelle Sudron |
Prodigious |
TV Production |
| Carsten Krueger |
Prodigious |
Sound Producer |
| Vallée Duhamel |
/ |
Director |
| Iconoclast |
Iconoclast |
Production Company |
| Anthony Bargis & Solal Micenmacher |
Iconoclast |
Producers |
| Théo Jourdain |
Iconoclast |
Line Producer |
| Thomas Guérin |
Prodigious |
Post-production |
| André Turpin |
/ |
Director of Photography |
| Till Buisson |
Prodigious |
Business Affairs |
| Simon Duhamel |
/ |
Photographer |
| Kai Jablonka / Achim Ghanem |
AXA Germany |
Advertiser’s Supervisors |
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:
- targeted link ads on Facebook, targeted video on Youtube
- axa.de: landing pages and health coverage comparison tool
- Live ambient: AXA overpriced chocolate bars in supermarket
Timeline: The campaign took place during 4 months (from June 6th to September 30th).
Placement: Youtube, Facebook, axa.de website.
Results
• Business impact – sales, donations, site traffic • Response rate?• Change in behaviour
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.
To show German people that they need a complementary health insurance if anything bad happen, we put overpriced items in their daily life (digital, social networks and life ambient) changing the way people think and talk about complementary health insurance.
With Google and Facebook, we’ve created clusters around our target’s interests to touch them with contents that are the most relevant to them.
Two sub-segments have been identified as being potentially the most receptive to our offer: sports lovers and wellness lovers.
We exposed them to everyday items related to these interests: the 2200€ half-time snack, the 300€ football and the 1900€ shower gel for sports lovers. The 2200€ muesli, the 300€ jumping rope and the 1900€ shower oil for wellness lovers.
We made them realize that complementary health insurance is a must-have, and invited them to get more information on axa.de.
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, creating interactions with their community.