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AXA: EffectivenessNewspapers deliver the best return on investment
AXA faced a range of communications challenges in early 2012. AXA is a major global finance company, but in each of their main UK businesses there was fierce competition from more famous brands. Many people were unaware of their product range. The recession had affected trust in finance companies, as well as squeezing personal finances.
AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting the individual products.
Newspapers proved to be the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance.
National newspapers were also the most effective medium for building trust, awareness and differentiation among AXA’s core target of “Successful Securities”: home-owning families with a household income of £50,000+.
AXA
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Newspapers were the most powerful medium for improving AXA brand measures among their core target - 25% of budget was spent in newspapers, yet they delivered 57% of the
improvements
Newspapers were the most cost-effective medium overall, especially for building the AXA brand among the core target
- TV seven times more costly
- Outdoor Rail twice as costly
Newspapers reinforced trust, boosted differentiation and promoted customer understanding- 10% increase in “financially sound and secure”
- 17% rise in “ tries to be different from other brands”
- 28% increase in “understands its customers”
AXAHeadline results
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AXACreative work
Newspaper creative
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AXACreative work
Outdoor creativeTV creative
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Objective
Build a unified, emotionally resonant brand image for AXA whilst promoting each of the core strands of business: health insurance, investment, and motor insurance
Communications strategy
Show how each of the AXA companies are being responsive to customer wishes
Target audience
“Successful Securities”: reasonably affluent and financially astute, with plans to maintain financial security into the future. Homeowners aged 40-59, with children 10+, household income £50,000+.The broader media audience was homeowners aged 35-65, with household income of £40k+.
AXATest detail
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AXATest detail
Media Plan
Jan 12 Feb 12March
12April 12
May 12June 12
£m
MediaTarget audience:
homeowners aged 35-65, with
household income of £40k+
Newspapers 1.98
TV 4.29
Outdoor Rail 1.69
Research DatesMillward Brown
CrossMedia™
Source: Millward Brown CrossMedia™
842 GRPs
1348 TVRs
1120 GRPs
During/PostPre
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AXATest detail
Sample2,408 homeowners aged 35-65, with a household income of £40,000+.
A sub-sample of 1,057 “Successful Securities” was analysed, as they represented the primary AXA target. These adults were homeowners aged 40-59, with a household income over £50,000 and children over the age of 10.
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“Throughout this campaign, we were able to quantify the impact of newspapers within an integrated advertising approach. Newspapers ticked a number of key boxes: they created awareness and changed perceptions among a valuable and engaged audience, they enhanced the impact of our TV, and they proved highly cost-efficient.”
AXA Brand Manager
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The Findings
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The FindingsAXA campaign improved brand standing
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AXANewspapers had the greatest impact on AXA brand measures among the core target
54%
25%
21%
Share of spend
17%
57%
26%
Share of uplift in AXA key brand measures - Successful Securities core target(awareness, consideration, image)
Newspapers
TV
Outdoor Rail
Newspapers
TV
Outdoor Rail
Source: Millward Brown CrossMedia™
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AXANewspapers were pivotal to multi-media campaign performance
0% 50% 100% 150% 200% 250% 300%
% Campaign spend
Imp
ac
t o
n A
XA
ke
y m
ea
su
res
SimulatedActual
Newspapers, TV and Outdoor Rail
Newspapers and TV
TV and Outdoor Rail
TV
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AXANewspapers delivered an affluent, responsive audience
Household income £50k+
Homeowners with mortgage
40-59 years old Have children over 10 years old
33
66
88 90
120
105 104112
Heavy TVHeavy Newspapers
Source: NRS Jul 11 – Jun 12
Index of heavy TV viewers and heavy Newspaper readers
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£2.60
£19.37
£4.78
Cost of 1% uplift in AXA brand measures - Successful Securities core target
(awareness, consideration, image)
£m
AXANewspapers were lowest cost medium for driving AXA brand KPIs
Newspapers Outdoor RailTV
Source: Millward Brown CrossMedia™
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AXANewspapers created high levels of buzz
54%
25%
21%
Share of spend
42%
35%
23%
Share of uplift “buzz” - Successful Securities core target
Newspapers
TV
Outdoor Rail
Newspapers
TV
Outdoor Rail
Source: Millward Brown CrossMedia™
*Buzz = seen, read or heard a lot about recently
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• Newspapers drove 60% of uplifts in AXA brand image among core audience
• Newspapers reinforced trust, boosted differentiation and promoted customer understanding
AXANewspapers boosted brand image
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AXAMultiple executions built a strong story
Source: Millward Brown CrossMedia™
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