Taking the pain out of health gains

Find your Feelgood Health for AXA Health

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 and maintain credibility in the space, we were tasked with delivering a multi-year content strategy across digital and social, that could deliver on the brave promises, made in the TVC.

Comms Tasks

Person riding an exercise bike in front of a television on a pink background

Engage

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

Person paddleboarding on a calm lake surrounded by trees with fall foliage.

Inspire

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

Cartoon character in blue hoodie and purple pants lifting a sign that says 'HOUR' while standing between two crumpled paper bags on a white surface, with a blurred window in the background.

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

Authenticate

Two character spoons with painted faces and yarn hair, one with orange yarn hair and a blue striped sweater, the other with brown yarn hair and a purple sweater, standing in front of miniature furniture against a pink background.

Activate

Challenge people’s preconceptions about maintaining a healthy lifestyle.

The Feelgood Health Hub

All campaign traffic led to a personalized hub, connecting audiences with AXA Health to reinforce brand trust and credibility.

On the hub, visitors selected a Feelgood Health persona matching their lifestyle and approach to exercise, unlocking tailored content to support their Feelgood Health goals.

Close-up of a professional video camera on a film set in a green, outdoor park. The camera's monitor shows a blurry image of a man in a suit at a table with others, with the background of trees.

Four people standing outdoors in a garden, talking near a whiteboard with colored magnets.

Four people sitting at a white outdoor table among trees, engaged in a discussion, with glasses of water on the table.

Feelgood Health Stories

Steering away from influencers, we spotlighted real-life “Experiencers” who embodied Feelgood Health. Through 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.

A man wearing a light-colored Nike jacket with a black shirt underneath stands outdoors during sunset, with a cityscape and buildings in the background.

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.

A woman with red hair, wearing a red jacket, sitting on a boat with water and trees in the background.

Lee

Discovered stand up paddle-boarding in her late 40’s after years of not looking after herself

A group of older men playing soccer outdoors, smiling and wearing colorful pinnies, with one man wearing a green pinnie with the word 'FORZA' printed on it.

Paul

Started playing walking football after he was diagnosed with diabetes

Close-up of professional film camera recording three people sitting at a table outdoors in a park, with green trees in the background.

Five people standing outdoors in a circle around a whiteboard with red and blue erasers, engaged in a conversation, with trees and greenery in the background.

Four people sitting around a white outdoor table under trees in a park, engaged in a discussion or meeting.

Introducing Mythbusters

To sustain engagement and credibility, 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 as diverse as imposter syndrome to menopause, and amassed over 1 million views.

A digital graphic titled 'Feelgood Health Mythbusters' with a pink and green background, featuring a search bar with the word 'Menopause' typed in, and icons for thumbs up and thumbs down.

Cute plush owl in a blanket bed surrounded by cotton clouds with googly eyes and black paper sheep faces, set on a light blue background.

Coffee beans arranged in a check mark shape on a light green background.

Colorful glass vases with pink and white flowers on a yellow background

A hand squeezing a red stress ball with the words "Stress can't be avoided" written on it, against a yellow background, with the text "True" and a thumbs-up icon below.

A pink background displays a gingerbread man shape outline made of yellow paper filled with various foods. The head features lettuce leaves and cherry tomatoes for eyes. The arms contain chocolate pieces on the left and blueberries on the right. The torso has shredded cheese, with sliced radishes at the waist. The legs are decorated with grapes, potato chips, and cheese shells.

A humorous illustration with a paper doll figure wearing a paper party hat, sitting at a small table with office supplies, with text indicating that 'Imposter Syndrome only affects work' and a false thumbs down icon.

A green background with white text stating 'HRT is the only treatment for menopause' and the word 'FAKE' spelled out in pills of various colors.

Hand balancing a small metal dumbbell with black weights against a blue background.

Paper silhouette of a woman's head with colorful yarn tangled inside and spilling over as the hair, on a light blue background.

A pinecone owl craft with felt wings, eyes, and beak, surrounded by additional pinecones, with a background showing a window and the text 'Insomnia means you can't fall asleep' on a green backdrop.

A person's hand with fingers extended, holding two small toy shoes with the fingers acting as the shoes' legs, against a light blue background.

Feelgood Health Hacks

In our next content 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.

A professional video camera filming an outdoor interview with three people seated at a table in a park surrounded by green trees.

Four people standing outdoors around a whiteboard with yellow and blue magnetic pieces, engaged in a conversation, with lush greenery and trees in the background.

Four adults sitting at a white outdoor table in a green, wooded area. One man is speaking, others are listening, with glasses of water on the table.

A group of five adults standing outdoors near a whiteboard with red and blue magnets, surrounded by trees and greenery, engaged in a discussion.

Five people standing outdoors around a whiteboard, engaged in conversation amid greenery and trees.

Group of five people standing outdoors on grass, engaged in conversation around a whiteboard with two sponge erasers, in a green, wooded area.

Putting Feelgood Health to work

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.

Our approach focused on 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.

B2B prospects could preview the videocasts and access a hub to sign up for a toolkit with full episodes, survey templates, and motivational staff videos. The three 15-minute debates covered a broad range of topics, each tailored to specific audiences.

A professional video camera filming three people seated at a table in a park with green trees in the background.

Group of five people standing outdoors around a whiteboard, engaged in conversation with lush green trees and shrubs in the background.

Four people sitting around a white outdoor table in a green shaded park, engaged in conversation, with water glasses and pitchers on the table.

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.