SWITCH ON & RE-EMPOWER
AXA BRAND AMONG THE NEW MIDDLE CLASS
AXA, one of the world’s largest insurance group, has an ambitious plan to re-shape the brand in China with a three year always-on presence through all media channels. Aiming to become our targets’ s preferred insurance brand who brings them the tailored insurance offers to fuel their self-belief in living better lives, AXA has launched a new brand platform “KNOW YOU CAN” globally since 2019. At the brand entrance to China market in latter 2019, a quick & effective marketing activation is required to set-out brand presence in China.
CHALLENGES
Localize A New Branding
- Lack of direct linkage between global branding and local TA
- No new products up to the market yet during campaign period
- Brand owned digital eco-system is still being consolidated with few resources to leverage.
SOLUTIONS
Integrated & Creative Combo-Tactics
Capture attention: Identify relevant topics and channels to win visibility in the information tide.
Establish association: Facilitate social engagement to interact & create dialogues as well as foundational word of mouth.
Drive considerations: Generate insightful & through-leading contents to make belief to the brand.
RESULTS
An Enhanced Brand Recognition
Generated over 178 million reach & 1 million engagements, exceeding target by 140%.
Over 25000 people participated in the self-belief research & 64000+ consumer tested their own type through the phycology based interactive H5.
By the end of 2019, the aided brand awareness of AXA in China increased by over 70% compared to last year, with premium & reassuring as key recognized brand attributes.
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