AXA is one of the best-known names in the insurance industry, and a mainstay at the British Insurance Brokers’ Association (BIBA) annual conference and exhibition.
Its presence at the 2015 event, however, failed to have the impact they wanted – for 2016, AXA needed to raise its game with a powerful and commanding pre-event awareness drive to boost delegate engagement and ultimately, better endorse its products and services.
The project involved coming up with a dynamic campaign to promote AXA’s conference presence both ahead of and during the event: to boost brand awareness, spark conversations, generate leads and increase market share.
The campaign needed a focus that demonstrated AXA’s four commercial pillars: Trust and transparency; Partnership; Relevance; and Responsiveness.
Creative assets included pre-event direct mail marketing and social media messaging around the theme ‘Making things clearer for you’, which was carried through the event itself with stand branding, digital signage, event literature, video content and social activity.