2011 Winners & Shortlists

Results and Effectiveness

- 2nd place in Brand awareness - 1st Insurance brand in SOE - Almost $ 200,000 on additional FOC benefits - Total Savings of (-60%) from Gross Rates Online results: - 1,545,079 impressions - 502,356 unique users - Google search generating 68 leads and 27 complete purchases. • Total campaign leads 103, and 49 confirmed purchases.

Creative Execution

- Specific Targeting plan in order to create a direct engagement between brand and consumer. Main idea was to place AXA Motor Insurance following any car advert - Outdoor: Using big formats on high traffic areas as well as in front of dealers showrooms - Radio: spots positioned after car adverts so that the consumer could relate the purchase of a car with AXA Motor Insurance. Peak driving hours + sponsorships on traffic updates. - Print: positioning after a car ad in high affinity business & niche titles as well as motor titles targeting the insurance sector. - Online: Activation was based on search, associated to cars & motoring in additional to a targeted display campaign

Insights, Strategy and the Idea

The motor insurance sector in ME region had an enormous lack of consumer engagement, in addition to consumers not being aware of the importance of motor insurance. Although AXA Gulf has been present in the region for some time, AXA Motor Insurance was recently introduced, and its presence and brand awareness were low in a region where auto insurance is a very competitive field. The focus was primarily on the high net-worth expat community where, due to AXA’s worldwide awareness, they would have a greater market penetration. AXA had to increase its awareness by spreading its message together with its benefits. - Follow the prosumers (proactive consumers) across all media: Catch them in their most receptive state of mind & rely on them to lead all consumers.