AXA Replay Ads campaign
In the fall of last year, the Swiss TV industry presented Replay Ads. In the first
From April to June 2023, the insurance company AXA conducted its first Replay Ads campaign on the channels of the Goldbach Media portfolio – as part of an overall campaign for insurance solutions for company founders.
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To demonstrate the effectiveness of Replay Ads, the campaign was accompanied by a study (see box at the end of the article), the results of which we present here. The client was also satisfied with the campaign:
The accompanying study provides us with exciting and helpful insights that we will gladly take into account when planning future campaigns. The collaboration with Goldbach was also extremely professional, efficient and pleasant.
Most people remember TV
Of the study participants surveyed, 32% stated that they remembered AXA’s overall campaign, regardless of the channel. Most of them remembered the Advertising on TV (Graphic 1).
Graphic 1: Advertising recall of overall campaign by medium in %
The following graphic shows that people also remembered the Replay Ads. Almost a quarter of those surveyed came into contact with AXA’s Replay Ads campaign.
Graphic 2: Advertising recall Replay Ads in %, all respondents
Replay Ads increase the probability of new insurance policies
The previous graphic shows that the study participants perceived the Replay Ads. However, the study should also show how strongly the Replay Ads affected AXA’s brand awareness and brand affinity and the consideration, i.e. the consideration of AXA when taking out a new insurance policy. The results were very pleasing.
When asked which companies with the corresponding insurance solutions come to mind, the name “AXA” was mentioned significantly more often by people with contact to the Replay Ads campaign than by those without contact (Graphic 3). To explain the graphic: in the case of prompted brand awareness, the awareness of AXA was queried on the basis of a list of insurance companies, in the case of unprompted awareness without a list. “Top of Mind” means that AXA was the first insurance company mentioned in the unprompted awareness.
Graphic 3: Brand awareness (indexed), all respondents
A similar picture emerged with brand affinity. When asked whether they find AXA likeable, people who came into contact with the Replay Ads campaign agreed more strongly than those without contact (+17%, see Graphic 4).
Graphic 4: Brand affinity (indexed), all respondents
Furthermore, the participants were asked which companies they would choose for themselves privately. Insurance decision-makers within companies were also asked which insurance companies they would consider for their company. Especially for insurance for the company, more people with Replay Ads contact named AXA than people without Replay Ads contact (+41%, see Graphic 5).
Graphic 5: Consideration (indexed)
At the end of the study, the participants were asked to give a general assessment of AXA. Here, too, the clear verdict: people who came into contact with AXA’s Replay Ads campaign rate the company significantly more positively than the rest (Graphic 6).
Graphic 6: Assessment (indexed), all AXA connoisseurs*
Replay Ads lead to positive effects for your brand
In summary, 32% of all respondents remembered the AXA overall campaign. Most remembered it through TV. Graphics 3-6 then impressively showed how effective the Replay Ads were for the recipients. This graphic at the end shows how impressive exactly.
Graphic 7: Positive effects on all brand dimensions
Would you like the study as a PDF?
Download the study here and be inspired for your own Replay Ads campaign. If you have any comments, questions or if you would like to book your first / next Replay Ads campaign, our sales team is always at your disposal.
