|Title||AXA Stand up for Cancer|
|Agency||Havas Media Group|
|Media Agency||Havas Media Group|
|Campaign||Stand Up To Cancer|
|Business Sector||Banking, Finance, Law & Insurance|
STAND UP TO CANCER
Making emotional connections with customers and becoming the champion of 'Stand Up to Cancer Week'
We formed a unique partnership with Cancer Research UK and became official champion of ‘StandUp2Cancer’, a week-long celebrity-fuelled fundraising drive. We created a suite of unique content, featuring AXA’s dedicated cancer nurses, and shared it across a range of relevant consumer and health-specific environments. We also road-blocked all televised cancer programming on 4OD, supporting it online via Zeebox, Twitter and Facebook.
Too often AXA PPP are viewed as a large, corporate insurer – a company who ‘process your paperwork’ when you get sick. This lack of brand engagement was impacting sales, so we needed to inject some warmth to shift brand perceptions.
We felt the benefit of being seen as a serious, corporate entity meant we were well placed to take a credible stance on high level issues. AXA has particular expertise in the area of cancer care, providing patients with dedicated nurses to support them across the entire road to recovery. This gave us a powerful platform where AXA could add genuine value.
For an intense 8-week period we helped raise awareness and over £8m for CRUK (vastly exceeding the £1m target!). Over 3m users engaged with our ‘cancer nurse’ content via video views during the campaign, with over 100k users visiting AXA’s newly created ‘Cancer Centre’ site, interacting in web forums and ‘expert’ Q&As. Crucially, AXA’s search demand increased 52% during the campaign – with conversion scores improving by 1,000%. Proof that ‘doing good’ can make a difference AND drive business results.
|Media Type||Case Study|