Browse

AXA

  • Multi-media campaign targeting homeowners aged 40-59, with children over 10, household income of £50k+, and savings
  • Newspapers were the most powerful medium for improving AXA brand measures among their core target
  • Newspapers were the most cost-effective medium
  • Newspapers reinforced trust, boosted differentiation and promoted customer understanding

Client: AXA

Agency: MPG Media Contacts

Test objective: Build a unified, emotionally resonant brand image for AXA whilst promoting each of the core strands of business: health insurance, investment, and motor insurance

Target audience: Homeowners aged 40-59, with children over 10, household income of £50k+, and savings

Campaign overview: February - June 2012 in newsbrands (print), TV and Outdoor Rail

Research method: Millward Brown CrossMedia™ , 2,408 total sample, 1,057 core target

Download the Millward Brown CrossMedia methodology

Shift 2013 was the first-ever Newsworks conference, highlighting how newspapers are effective and influential platforms in the multiplatform age.

16 April 2013  - The British Library, London

Shift 2014 was Newsworks’ second annual conference
at the British Library on Thursday 10 April, providing
insight into the latest thinking and trends for the
national newspaper industry.