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Taking the pain out of health gains
Find your Feelgood Health for AXA Health
Overview
After rebranding from “AXA PPP Healthcare”, the newly anointed AXA Health were looking to make a statement with a brand ad featuring Jack Whitehall, positioning AXA as the experts in “Feelgood Health”.
We worked on the digital and social launch of the campaign, but the bigger, longer-term task was to help AXA Health build and maintain their share of the mic in the wellness space. This needed a multi-year credibility-building content programme that continually delivered on the "Feelgood Health" promises made in their TVC.
Strategy
Continually reinforce that AXA Health is dedicated to helping people live healthy lives without making huge sacrifices.
Campaign Planning
We built user journeys that would prove AXA really did believe in Feelgood Health, tying together our content and messaging across AXA’s Digital and Social properties.
All content drove traffic to our hub, where you could pick from 5 different Feelgood Health personas to find the one that best represented you. The hub content was then personalised to fit their lifestyle and approach to fitness.
Comms Tasks
Engage
Focus on a range of different activities, to appeal to our various audiences
Inspire
Inspire people to try a Feelgood Health activity, with our hero content.
Prove the physiological and psychological benefits of taking a Feelgood Health approach.
Authenticate
Activate
Challenge people’s preconceptions about maintaining a healthy lifestyle.
Feelgood Health Stories.
AKA, ‘The Experiencers’
Actively steering away from influencers, we searched for ‘Experiencers’ who already embraced Feelgood Health, IRL. A series of 4 films documented a single subject's activity, showing how doing something that was clearly fun had had a profound effect on their life.
Deeper Content - Expert Analysis
After meeting our Experiencers and learning their story, we paired each of them with a different AXA expert. Together, over a Covid-friendly Zoom call, they explored the science behind their life-changing Feelgood Health journey, rating their feelings towards different stimuli before and after a Feelgood Health activity.
Our Stories
Alex
A street dancer who uses his practice to help him mentally, as well as physically.
Carmen
Lost her husband to suicide and found solace in tennis.
Lee
Discovered stand up paddle-boarding in her late 40’s after years of not looking after herself
Paul
Started playing walking football after he was diagnosed with diabetes
Introducing ‘Mythbusters’
To remain credible, we needed to keep the Feelgood Health conversation going. Our cute, yet eye-opening animation series ‘Mythbusters’ delivered! Dubunking health and wellbeing myths one topic at a time, our first wave of episodes shed light on Diet, Mental Health, Physical Health and Sleep.
The puppetry and paper craft treatment meant we could produce episodes in batches, very cost-effectively. We have now created 12 episodes, busting myths on topics from Imposter Syndrome to Menopause.
Feelgood Health Hacks
The next iteration of the campaign explored 'hacks' to inspire people to eek a Feelgood Health workout out of the everyday. Fronted by AXA Health’s expert physiologist Sarah Kemp, rather than boring corporate talking heads, our content followed Sarah through her daily routine with playful animated overlays to embellish her Feelgood Health in action.
Putting Feelgood Health to work
Feelgood Health Business
A healthy team, is a productive team. Decision makers at target companies - from SMEs to national corporates - would have seen the consumer campaign, but our research revealed the key questions and barriers regarding what Feelgood Health meant was different for business.
Our comms laydown centred around longform debate content - with snippets of this being used in social ads. Creatively, we took Jack Whitehall’s “forest bathing” experience from the ATL ads and invented the “wellness workshop”, with businesspeople discussing the key issues around a boardroom table and water coolers under the trees and nestled in the ferns!
B2B prospects could watch samples of the videocasts and visit a dedicated hub to sign up for a free toolkit containing the full episodes, survey templates and motivational videos for their staff. The 3x 15-minute debate episodes covered a huge range of topics, with each episode skewed towards different audiences.
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
Spanning Youtube, Instagram, TikTok, LinkedIn, CRM.
11%
Engagement Rate
More than double the sector norm.
4yrs
Now into it’s 4th year
and still going strong with fresh content continuing to prove AXA Health’s credibility in wellbeing.