AXA: Don't wait until it's too late
Publicis Conseil Paris
Advertiser: AXABrand: AXACountry: France
Objectives
Context
THE HUNT FOR LOW PRICES ON THE INSURANCE MARKET
The market
The insurance market is losing value. Price has become the primary criterion for consumers when making a purchase decision, because:
- Trust in insurance companies has strongly diminished due to the financial scandals of recent years
- The different products on offer are seen as unclear, complex and undifferentiated
- Subscription to a product is seen as mandatory and linked to a risk we do not wish to think about
- Many...