Winning a place in the suitcase: How AXA used digital and social insight to build relevance and engagement
A dream begins…
Let’s imagine for a moment…
The email you’ve been waiting for pings into your inbox. You smile and find yourself humming “I’m leaving, on a jet plane, don’t know when I’ll be back again”. It’s been your dream to work in Hong Kong for years and now it’s happening. New year, new life.
“OK, Google… what do I need to know about moving abroad?”
In the AXA office, in another part of town, another email arrives. This one’s titled ‘International growth strategy – planning meeting’. Another big challenge – a different side of the same coin.
AXA’s Global Healthcare team know better than most how important it is to have the right medical cover when moving abroad, but it’s audience often don’t (especially those used to the NHS). So, if it was going to grow its market share (without crazy advertising budgets) it would need to be smart about building awareness and action.
However, it faced a big challenge: this is a hard to reach, transient audience, one that’s not engaged with AXA or its products). So, how do you find and interest them – in this busy and exciting moment of their life? AXA knew they had to go on their own journey and expand their own horizons. So they chose Social Insight as their travel companion.
The golden compass….
The guiding light throughout the project was AXA’s desire to step into the shoes of its audience – those people about to move abroad. To find them, get close to them, and understand what really matters to them.
Read the full article on - The Social Intelligence Lab