Taking the pain out of health gains

Overview

After rebranding to AXA Health, the company sought to establish itself as a leader in "Feelgood Health" with a brand ad featuring Jack Whitehall.

This move into wellness was new territory for the brand so to build credibility in the space, we were tasked with delivering a multi-year content strategy, that could deliver on the brave promises made in the TVC.

Comms Framework

A woman exercising on a stationary bike while watching TV indoors against a pink background.

Engage

Focus on a range of different activities, to appeal to our various audiences.

A person paddleboarding on a calm lake surrounded by trees with fall foliage, holding a paddle upright in one hand.

Inspire

Inspire people to try a Feelgood Health activity, with our hero content.

A digitally added cartoon person carrying a sign that says 'HOUR' stands between two white paper bags on a table, with a blurred window in the background.

Prove the physiological and psychological benefits of taking a Feelgood Health approach.

Authenticate

Two spoon people with yarn hair and faces drawn on, standing in front of a pink background with miniature couches. The person on the left has orange yarn hair, blue and white striped scarf, and a smile, while the person on the right has long brown yarn hair, purple sweater, and is holding a bowl of nuts.

Activate

Challenge people’s preconceptions about maintaining a healthy lifestyle.

The Feelgood Health Hub

We ensured all campaign traffic led to a personalised hub, where visitors selected a Feelgood Health persona matching their lifestyle and approach to exercise. This unlocking tailored content to support their Feelgood Health goals, connecting audiences with AXA Health and demonstrating true brand credibility.

This initiative is still going strong, with fresh content continuing to prove AXA Health’s credibility in wellbeing…

Feelgood Health Stories

We consciously avoided using health influencers, instead recruiting real-life “Experiencers” who embodied Feelgood Health. Over four films, we captured how enjoyable activities transformed their lives.

In a second phase, our Experiencers were paired with AXA experts, exploring the science behind their wellness journeys and offering viewers data-backed insights into Feelgood Health.

Mythbusters

To sustain engagement, we introduced the “Mythbusters” animation series, debunking health myths on topics from diet to mental health in a visually engaging, cost-effective format.

This series gathered momentum and to date, we have created 16 episodes on subjects from imposter syndrome to menopause, amassing over 1 million views.

Graphic with pastel green and pink background displaying 'Feelgood Health MYTHBUSTERS' and a search bar with 'Menopause' typed in, along with thumbs up and thumbs down icons.

A hand squeezing a red stress ball with the words "Stress Can't Be Avoided" written on it, against a yellow background, with the word "True" and a thumbs-up icon below.

Cute plush owl toy in a pink and purple blanket, surrounded by fluffy sheep toys with black faces and large googly eyes, on a light blue background.

A hand holding a small metal dumbbell with black weights against a plain blue background.

A doll with a drawn face, orange yarn hair, and a paper cone hat stands behind a small white table with school supplies, next to a potted plant on a yellow background. The text states "Imposter Syndrome only affects work" above, and there is a label "False" with a thumbs-down icon below.

A felt owl figurine is perched on pinecones, with pinecones and a four-pane window showing a night sky in the background. Text on the image reads "Insomnia means you can't fall asleep."

Coffee beans arranged in a shape of an 'X' on a light green background.

A human hand with fingers shaped like small decorative shoes against a light blue background.

Colorful glass vases with pink lilies and white daisies on a yellow background.

A message in pills spelling out the word 'FAIS' on a green background, with text above stating 'HRT is the only treatment for menopause.'

A paper cutout of a woman's head on a blue background with multicolored yarn arranged to resemble hair.

Gingerbread man-shaped arrangement of various food items including lettuce with cherry tomato eyes, chocolate squares, shredded cheese, blueberries, potato chips, radish slices, grapes, and cheese curls on a pink background

Feelgood Health Hacks

In this series, our expert physiologist demonstrated practical health “hacks” through a daily routine, inspiring viewers to incorporate wellness into their lives. Utilising AXA’s refreshed illustration style these were brought to life with characterful animation, continuing the playful aesthetics of the campaign.

Feelgood Health goes B2B

A healthy team is a productive team. While decision-makers in target companies - SMEs to large corporates -were aware of the consumer campaign, our research showed they had distinct questions about Feelgood Health's business relevance.

We addressed this with high quality long-form debate content, with social ads pulling snippets to spark interest. Building on Jack Whitehall’s “forest bathing” ad, we created a “wellness workshop,” where businesspeople discussed wellness around boardroom tables set among trees and ferns. The three 15-minute debates covered a broad range of topics, each tailored to specific audiences.

B2B prospects could preview the episodes… but needed to sign up to email updates to unlock a toolkit with full episodes, survey templates, and motivational staff videos.

A professional camera is set up for filming, capturing three people sitting at a table outdoors in a park-like setting with green trees in the background.

A group of five people standing and talking outdoors in a garden, with a whiteboard nearby.

Four people sitting at a table outdoors in a green, wooded area, engaged in a discussion.

What our client thought

“Nonsense bring fresh, audience-centric ideas from strategy through to execution, collaborate with us on journey planning and often help us refine and interrogate our objectives to get to the heart of the challenge we’re looking to address.

Whether for creative strategy for brand awareness activity, or more tightly defined content creation, their insight-led approach has enabled campaigns that often exceed our KPIs and deliver engagement that we’re really proud of.”

Lucy Church, Comms & Campaign Lead, AXA Health

The Project in Numbers

200+ creative assets across YouTube, Instagram, TikTok, LinkedIn & CRM
11% engagement rate. More than double the sector norm.
x4 years of activity and counting