AXA Health Germany. The most expensive everyday items ever.
AXA
Issue 42 | March 2017
Agency
Publicis Conseil
Creative Team
Executive Creative Director Marcelo Vergara International Creative Director Frédéric Royer Creatives Robert Aquadro (Nurun Paris) Tobias Fant (Nurun Paris) Art Direction Agathe Bailly Hugo Leloup (Nurun Paris)
Production Team
TV Production (Prodigious) Pierre Marcus Armelle Sudron Sound Producer (Prodigious) Carsten Krueger Directors Vallée Duhamel Production Company Iconoclast Producer Anthony Bargis Solal Micenmacher Line producer Théo Jourdain Post-production (Prodigious) Thomas Guérin Director of Photography André Turpin Business Affairs (Prodigious) Till Buisson Photographer Simon Duhamel Account Managers Magali Bergeroux Julien Jaques Annabelle Legrand-Lippens Jeanne Lemarchand Alexandre Samama (Nurun Paris) Strategic Planning Philippe Martin-Davies Digital Agency Leader Pierre Robinet Touchpoint Planner Fola Williams
Other Credits
AXA Group Global Brand Director Paul Bennett Head of Advertising Juan Herrera Brand & Advertising Marta Grech AXA Germany Head of Brand and Content Management Kai Jablonka Marketing & Brand Management Achim Ghanem
Date
June 2016
Background
33 million German people didn't bother with complementary health insurance because they believed that, should they need medical treatment, the full costs would be covered by the state. But they weren't.
Idea
To show German people that they needed health insurance if anything bad happened, the full costs of potential medical treatments were added to the price of everyday items. A toffee became the €600 toffee when it pulled out a filling from a tooth, requiring emergency dental treatment.
An innocent bar of soap might end up costing €1,900 should anyone slip on it in the shower and break a leg.
The campaign created the most expensive everyday items ever, with the simple message that without medical insurance even minor mishaps could become major expenses.
The campaign launched on TV, digital platforms, banners, print and indoor posters in AXA agencies, raising awareness. Then separate interest groups were targeted online and driven to axa. de to check the financial benefits of complementary health insurance.
The concept was taken further and overpriced chocolate bars were distributed through supermarkets.
Results
Reach: 70 million media impressions and over five million YouTube views.
Engagement: Traffic to the AXA Product webpage dedicated to the clinical treatment offer up 32%.
Impact: AXA entered Top 3 of mind of insurance category, reaching awareness levels 148% above the business target.
Our Thoughts
Quite often we think of creativity as being provocative and challenging. We praise clients for their bravery and commend them for understanding that often a brand is at greatest risk when its stewards take no risks at all. But then up comes a campaign idea like this, which is neither daring nor shocking. Rather, it is entirely reasonable, swiftly understandable and, as a result, most persuasive.