| Title | HEALTH |
| Brand | AXA |
| Product/Service | BANK |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
| Marcelo Vergara |
Publicis Conseil |
Executive Creative Director |
| Frédéric Royer |
Publicis Conseil |
International 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:
1) Awareness phase: TV, pre-roll Youtube, video posts on Facebook, banners, print ads and indoor print in AXA agencies.
2) 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.
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.
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.