2014 BORN TO PROTECT CORPORATE BRAND CAMPAIGN

Title2014 BORN TO PROTECT CORPORATE BRAND CAMPAIGN
BrandAXA CHINA REGION INSURANCE COMPANY
Product / ServiceINSURANCE
CategoryC05. Financial Services, Commercial Public Services, Business Products & Services
EntrantHAVAS MEDIA Hong Kong, HONG KONG
Advertising Agency PUBLICIS HONG KONG, HONG KONG
Media Agency HAVAS MEDIA Hong Kong, HONG KONG
Entrant Company HAVAS MEDIA Hong Kong, HONG KONG

Brief Explanation

AXA wanted to build brand preference over other insurance companies by introducing the icon of the AXA People Protector (APP). We wanted to emphasize the human and caring aspect of the company with a modern and innovative image through an integrated digital experience. Brand differentiation is significant to the insurance market because consumers often confuse AXA with other insurance companies. Using a various promotional elements, we would be able to convey AXA's message. The campaign adopted a 4-phased media approach: drive high visibility and achieve maximum reach via TVC and OOH, direct traffic to a campaign specific mini site to share real protection stories, create an award for the community to recognize protectors in Hong Kong and to create interactions with the targeted audience, generate added social media exposure via an award event with attendance of celebrities.

The Brief

Individuals aged 25 to 55 who were health conscious and technologically savvy was our target audience. When problems arise in these individual’s lives, they turn to their insurance companies for protection, thus expectations are high. But, customers often found it difficult to differentiate between insurance companies. We directed our efforts to customer awareness and customer activation stages using an integrated branding campaign. The strategy of the campaign was to show customers that AXA goes beyond expectations to protect the customers, the community and the environment against potential and existing risks.

Describe the success of the promotion with both client and consumer including some quantifiable results

The 360 degrees campaign delivered a high recall and improved brand equity (2014 vs. 2013), based on brand tracking by independent research house. The sponsorship program “Guardians of Life 2” maintained an average rating point of 17, representing over 1 million audiences. AXA's top of mind increased by 66% and total awareness was at 83%. A very high ad recognition of 82% was achieved for the TVC. Spontaneous ad awareness achieved 36% which was 60% higher than competitors' branding campaigns over the same period. Extensive reach of target customers for online media for desktop and mobile reached 64 and 99 million impressions respectively. The AXA Protector Award mini-site reached over 200,000 unique visitors. The award ceremony earned positive media coverage on TV and print.

Explain why the method of promotion was most relevant to the product or service

We wanted to communicate that at AXA, “Protection is our calling”. The campaign began with a TVC based on a real case, online and OOH to increase awareness of AXA’s message. We have done so through communicating the powerful and dynamic message that AXA is caring and proactive in supporting their customers by showcasing a real customer case and using an AXA staff as the campaign talent. In addition, AXA sponsored a television program and two mini programs where ‘Protection’ was portrayed through famous doctors. We then asked individuals to nominate and vote for guardian angels in their lives through the AXA protector award mini-site. The campaign concluded with an award ceremony for the guardian angels.