AXA: One Step Ahead

AXA, the insurance firm, used targeted conversation about the weather through digital out of home (DOOH) to improve the brand’s reputation in the UK.

Campaign details

Brand: AXALead agency: Havas MediaRegion: EMEA

Objectives

Insurance is a grudge purchase, something we resent paying for and hope we don't need or have to use.

There's also currently a reputational storm cloud hanging over the category in general. It's a low interest category, increasingly sold and seen as a commodity rather than a service.

Sentiment is mainly negative and expectation's low. It is increasing hard for an insurance brand to transcend accepted stereo types.

So, for AXA to meet its objective of building a warm and human brand, they needed to prove...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands