AXA Sigorta - Best Service Sales Video

Company: AXA Sigorta
Company Description: AXA today is a world leader in financial protection and wealth management. Our business-Financial Protection-involves responding to the evolving needs of our clients- whether they are individuals, small or medium-sized business, or large corporations-in the areas of insurance, personal protection, savings and estate planning.
Nomination Category: Video Categories
Nomination Sub Category: Sales: Service Sales

Nomination Title: AXA Sağlığım Tamam - Complementary Health Insurance

Date this production was first released/publicly viewed: 15 September 2020

Measurable Business Results:

In the campaign period (2020 Q4), the target of doubling total “My Health is Complemented” (Sağlığım Tamam) policy sales compared to the same period of the previous year was reached successfully. An increase of 155% in policy sales, was achieved in comparison with the same period of the previous year. In the same period, the number of offers increased by 81%, and the offer-policy conversion rate increased by 42% compared to the same period of the previous year. Moreover, the number of our agencies that regularly sell health insurance increased by 64% compared to the same period of the previous year.
(Internal Financial Data, My Health is Complemented Total Policy Sales, 2019 Q4 vs. 2020 Q4) (Annex1-a) (Annex1-b).

In 2020, the number of “My Health is Complemented” insurance holders increased by 43% compared to 2019, reaching 370 thousand people.(Internal Financial Data, Numbers of Sağlığım Tamam Insurance Holders, 2019 vs. 2020) (Annex2).

Provide the applicable creative and production credits for this entry:

While putting our communication strategy into practice, we depicted people that endeavored to protect their loved ones and sources of happiness, representing our target group. We showed people that run after their loved ones if necessary to keep them healthy, and can wait at their bedside for hours when they are ill: A mother wanting his daughter to be safe while she learns skating; a man taking his partner's temperature who feels malaise; a mother thinking about her child's bone development and supports him/her with milk and sports, and a father waiting at his daughter's bedside without blinking an eye to see her get well soon...

At these moments, the target audience was doing their best, in an effort to prevent any worsening of their loved ones' health. Otherwise, they were trying to "complement" their health immediately. However, there was a limit to what they could do even though they were doing their best. Support of a reliable expert was required beyond this limit. In these scenes with strong emotions, we came to the target audience's rescue with our “My Health is Complemented” product. We supported these moments with the song “Sana Bir Şey Olmasın” (May Nothing Happen to You) written and composed by us. We aimed to touch the feelings of the target audience that coddle their loved ones and to increase the emotional effect of our film. We aimed to teach “My Health is Complemented” by mentioning the name of our products in the lyrics, and ended our song with the phrase “AXA My Health is Complemented” to strengthen the product's association with the main brand. In the packshot, we underlined our affordable price and emphasized our prices starting from TRY 30 per month. To clarify questions on the product scope, we put emphasis on "the largest network of contracted private hospitals".

While putting our media strategy into practice, our aim was to increase the recognition and sales of TSS, a highly accessible product, despite the low penetration in the insurance category. In order to convey the campaign message to the mass target audience and segmented niche audiences, we used an extensive mix of channels including TV, outdoors, radio, and digital channels. However, our primary channel was TV with a higher rate of reaching the mass audience. In September and October, we reached 85% of the target audience by achieving approximately 1,000 GRP with 3 different public service ads. We reached the target audience on both national and local radio channels by broadcasting spot ads of 35 and 33 seconds. In addition to big & bold channels outdoors, we appeared before the consumers in hospitals, industrial zones, and airports. We aimed to increase the campaign recognition while leading the users to purchase the products with search and smart video ads.