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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