Quarterly Snapshot
2017
JANET WONG & ELODIA GIMENEZ AXA GLOBAL STRATEGY TEAM
W E L C O M E
Welcome to the AXA News for the first quarter. WHY THIS NEWSLETTER FORMAT? To offer you a deeper look into the trends, innovation and inspirational cases that are shaping the insurance and banking space, we have exceptionally launched a magazine format. We invite you to take a moment and explore this magazine that includes the latest news of the industry. ABOUT THE OSEP APPROACH At Havas, we believe there are 4 key tenets to building these meaningful connections: Owned, Shared, Earned and Paid, collectively known as OSEP. We will explore this ecosystem more in detail in the OSEP Approach section. In the on-going OSEP Best Cases, we will illustrate how different brands have forged meaningful connections with integrated campaigns. We hope you enjoy this issue of the AXA Quaterly Snapshot. Happy Reading!
JANET WONG & ELODIA GIMENEZ A X A G L O B A L S T R AT E G Y T E A M
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I N D E X
4 The OSEP approach 5 Banking & Insurance case studies 7 Insurance Innovation case studies 10 AXA Best Case 11 Featured Trends
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T H E
O S E P
A P P R O A C H
FOUR COMPONENTS TO BUILD MEANINGFUL CONNEC TIONS
for O W N E D
for S H A R E D
for E A R N E D
for P A I D
The power is in your hands
The audience is the media
Like-minded partners to win
You buy exposure not engagement
DRIVING MAXIMUM, SUSTAINABLE ENGAGEMENT
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PA I D
SHARED
OWNED
EARNED
Bought media: TV, print, digital display, search, radio, OOH, sponsorship, direct mail, kiosks
Like-minded partnerships & co-branded programs, events, co-manufactured products. Combining paid + owned
Fully branded assets: people, products, places & platforms: employees, website, stores, video, CRM, mobile apps
Audience is the media. User generated & co-created, liked content, WOM
EVERYONE
PROSPECTS
CUSTOMERS
FA N S
B A N K I N G
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S T U D I E S
Zürich Insurance launches an innovative online video campaign to reach its C-suite target
Zürich Insurance sponsors golf as it’s a key passion for their C-Suite business target audience however, their involvement in golf is not well known even though they sponsor the Classic tournament and many top golf players. Knowing that business leaders/golf lovers are big fans of online video and that many follow star players’ social channels, Zürich Insurance launched the Gold Love Test Campaign. The brand decided to put the Zurichsponsored golf professionals to a lie detector test to find out how much they truly love the sport.
But more importantly, they used the ambassadors own channels to get their fans excited and engaged. With a media budget of only $180,000, they achieved a media exposure valued at $14.3 million.
WATCH VID E O
OS E P C HE C K LIS T
The participants were asked lots of questions, from simple to funny to truly unexpected and the videos were posted on Youtube, Facebook and Zurich’s owned, paid and other earned channels. 5
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Allianz creates the first automated recording system for amateur footballing communities
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ootball is a pretty big deal for Allianz. They sponsor some of the biggest stadiums in the world – the Allianz Arena in Munich and the Allianz Park in London to name a few. As part of their commitment to the game, Allianz also gives young amateur players from every continent the opportunity to train together and meet their idols at their yearly Allianz Junior Football Camp. But unlike their massive popularity in professional football, they have yet to establish that kind of foothold in the less talked-about world of amateur football. To face this challenge, Allianz launched an innovative solution that would help elevate its reputation in the space of amateur football and grow its overall brand equity in the world’s favorite sport. Allianz created the Allianz Amateur Replay (AAR) –
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the first-ever automated recording system for amateur footballers, which captured their best goals on footage, sent it to them and gave these players something to brag about on social media. The AAR was a big hit with the amateur footballing community. During the 3 months pilot phase: close to 13,500 video clips (with Allianz branding) have been shared across popular social media channels - that’s 75 hours of branded user-generated content, some of the biggest names in world football tweeted about the AAR. A total of 2.8 million online impressions were earned for the Brand.
WATCH VID E O OS E P C HE C K LIS T
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NTUC Income creates a Tinder-style digital tool to engage customer
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TUC Income, one of Singapore’s largest insurers, was facing stagnating growth in its life insurance business for the 35 and under segment, despite leading in brand equity scores. This case study shows how the brand created a Tinderstyle digital tool to engage customers in a category with a tendency towards low consumer engagement. In order to increase consumer enquiries and thus increase customer acquisition, NTUC Income created the Adviser Connect a digital tool for people to find a financial adviser who suits them and chat to them at anytime and anywhere. The campaign was spread across the brand’s website and social media platforms as well as through paid digital advertising, OOH and radio.
WATCH VID E O
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LMG Insurance launches the world’s first music app for pedestrian’s safer music experience
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hai people love to listen to music all the time through their smartphone. But when they are using headphones and walking on the street they are unaware of their surroundings. This behavior increases risk on the road and leads to road accidents, causing instant death in 70% of the cases. LMG Insurance wanted to help people be aware and avoid this life threatening risk. But how can LMG help people save their life when music is their life? LMG Insurance launched SAFE & SOUND Music Player, The world’s first music app for pedestrians’ safer music experience. The built-in mode in music player app allows everyone to enjoy favorite bands or artists while also avoiding road accident. By integrating the Location Tracking feature, users can play their tunes right from the
app and walk with their headphones on. When they approach main road or a rail track, where accidents mostly occur, the app will automatically lower the volume of the music to 70% and activate the microphone to allow the surrounding noise to come in by 30%. By doing so, people can be more aware of the surrounding, lowering the risk of accidents.
WATCH VID E O
OS E P C HE C K LIS T
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A X A
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AXA adds Messenger as a new option for customer service
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XA reinvented its communication strategy for clients by adding Messenger on their Switch website: Switch is a program developed by AXA France to target the young audience by offering Bank and Insurance services with affordable prices AXA also developed a dedicated mobile application adding Messenger as a new option for customer service. By partnering with Dimelo, AXA connected live chat to Messenger to reduce response times by 95% and bring customer satisfaction to 80%. “Offering customer service through Messenger on our website Switch by AXA reflects our commitment to be there for our customers and meet them where they are, in all their diversity. We’ve been able to reduce our average reply time and resolve 100% of all queries,
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which is essential for an insurance brand close to its customers!” Amélie Oudea-Castera CHIEF MARKETING AND DIGITAL OFFICER, AXA GROUP. The campaign launched by Havas to promote Switch program on Cinema, DOOH and Digital was a great success and boosted AXA awareness among young people. For more details about the program, please visit: https:// switch.axa.fr/
WATCH VID E O OS E P C HE C K LIS T
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Insurers explain finance matters with a pop culture-themed videos
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ven though finance is an issue easier to grasp. This type of content is millennials should care about, it’s also more likely to be shared among not as popular online as kittens, the target audience. contouring and cake. In its Best Practices For Video Ads, Facebook notes that people pay attention to videos that are relevant to their interests. Cooking, cats, DIY and beauty are among the most popular Facebook video categories - using these to reframe financial matters makes the latter more appealing and
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Eight trends that will shape the online video industry in 2017
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hat are the eight trends that will shape the online video industry in 2017 in a market that moves beyond standard formats and towards new VoD platforms? This article highlights how the growths of the overall video market, coupled with a fall in average budget sizes, drives advertisers to invest in more strategic solutions. In fact, Programmatic video will continue to grow and view-through rates have replaced click-through rates
as the most important way of assessing performance. The industry is growing steadily and will likely continue to do so, but there are emerging barriers that must be addressed if marketers want to maximize ROI.
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Thank you! Looking for more inspiration? Be sure to check our monthly AXA News and AXA’s Tumblr
AXA Global Strategy Team