Although brand awareness of AXA remained high amongst under 35s, there was a lack of parity between awareness and insurance enquiries. This created on opportunity for AXA to improve on their enquiry rates from drivers under 35 years of age, a valuable customer segment in a fiercely competitive insurance market.
We knew that young drivers were switched off by traditional almost corporate style insurance advertising. So using an illustration style in print and online, we empathised with our audience by parodying a standard industry claim: ‘Great deals for young drivers’ – to which we added ‘Blah, blah, blah’, ‘Science Fiction!’ and ‘Dream on’.
Quote figures exceeded expectations by a substantial margin and the learnings from this campaign have helped inform AXA’s approach towards customer segmentation.
