{"id":24588,"date":"2023-09-12T08:16:58","date_gmt":"2023-09-12T06:16:58","guid":{"rendered":"https:\/\/goldbach.com\/axa-replay-ads-campaign\/"},"modified":"2025-12-18T11:36:30","modified_gmt":"2025-12-18T10:36:30","slug":"axa-replay-ads-campaign","status":"publish","type":"post","link":"https:\/\/goldbach.com\/en\/best-cases\/axa-replay-ads-campaign\/","title":{"rendered":"AXA Replay Ads campaign"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>In the fall of last year, the Swiss TV industry presented Replay Ads. In the first <g id=\"gid_0\">100 days after the launch<\/g>, over 100 original Replay Ads campaigns were broadcast on TV channels. Since July 1, the <a href=\"https:\/\/goldbach.com\/en\/replay-ads-become-part-of-swiss-tv-measurement\/\" target=\"_blank\" rel=\"noopener\">Replay Ads have been part of Swiss TV measurement<\/a>, which means that the net reach of Replay Ads campaigns can be reported for the first time. In the following article, we will use the <strong>AXA Replay Ads campaign<\/strong> to show you how effective Replay Ads can be.   <\/p>\n<p>From April to June 2023, the insurance company AXA conducted its first Replay Ads campaign on the channels of the Goldbach Media portfolio \u2013 as part of an overall campaign for insurance solutions for company founders.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>Start Ad<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/zFoAWFeHjuU?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p>Fast Forward Ad<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"320\" height=\"183\" alt=\"Axa Pause Ad Advertising\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" class=\"lazyload img-responsive wp-image-24523\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27320%27%20height%3D%27183%27%20viewBox%3D%270%200%20320%20183%27%3E%3Crect%20width%3D%27320%27%20height%3D%27183%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad-200x114.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png 320w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 320px\" \/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4\"><p>Start Ad<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 2\" src=\"https:\/\/www.youtube.com\/embed\/YKQHTocbUAQ?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-block\"><div class=\"fusion-text fusion-text-5\"><p>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:<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-1\" style=\"--awb-textcolor:var(--awb-color1);--awb-testimonial-text-font-size:24px;--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-left male\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>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.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"testimonial-thumbnail doe\"><\/span><span class=\"company-name\"><strong>Tanja Hediger<\/strong><span>, <\/span><span>Senior Advertising Manager AXA<\/span><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-6\"><h2>Most people remember TV<\/h2>\n<p>Of the study participants surveyed, 32% stated that they remembered AXA&#8217;s overall campaign, regardless of the channel. Most of them remembered the Advertising on TV (Graphic 1). <\/p>\n<h3 class=\"pagecomponent__header__headline h3\" data-v-386130aa=\"\">Graphic 1: Advertising recall of overall campaign by medium in %<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[670a18bc1a9bf321397]\"><img decoding=\"async\" width=\"1920\" height=\"1109\" alt=\"Graphic on the different media, &quot;yes, don&#039;t know where&quot; at 33%, followed by TV at 29%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"lazyload img-responsive wp-image-24524\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%271109%27%20viewBox%3D%270%200%201920%201109%27%3E%3Crect%20width%3D%271920%27%20height%3D%271109%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-200x116.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-300x173.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-400x231.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-600x347.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-768x444.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-800x462.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1024x591.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1200x693.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1536x887.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>The following graphic shows that people also remembered the Replay Ads. Almost a quarter of those surveyed came into contact with AXA&#8217;s Replay Ads campaign. <\/p>\n<h3>Graphic 2: Advertising recall Replay Ads in %, all respondents<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[8bdf2e20fa92969886f]\"><img decoding=\"async\" width=\"1920\" height=\"695\" alt=\"Graphic on the performance of Replay Ads, Start and Fast Forward Ad 21%, Pause Ad 7%, Replay Ads campaign 22%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"lazyload img-responsive wp-image-24525\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27695%27%20viewBox%3D%270%200%201920%20695%27%3E%3Crect%20width%3D%271920%27%20height%3D%27695%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-200x72.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-300x109.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-400x145.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-600x217.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-768x278.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-800x290.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1024x371.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1200x434.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1536x556.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-8\"><h2>Replay Ads increase the probability of new insurance policies<\/h2>\n<p>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&#8217;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.  <\/p>\n<p>When asked which companies with the corresponding insurance solutions come to mind, the name \u201cAXA\u201d 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. \u201cTop of Mind\u201d means that AXA was the first insurance company mentioned in the unprompted awareness.  <\/p>\n<h3>Graphic 3: Brand awareness (indexed), all respondents<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[763b6598c90cb188d4b]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Graphic on brand awareness, prompted plus 4%, unprompted +49%, Top of mind +64%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"lazyload img-responsive wp-image-24526\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27943%27%20viewBox%3D%270%200%201920%20943%27%3E%3Crect%20width%3D%271920%27%20height%3D%27943%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-200x98.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-300x147.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-768x377.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1024x503.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1200x589.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1536x754.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-9\"><p>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). <\/p>\n<h3>Graphic 4: Brand affinity (indexed), all respondents<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[8ff2fb438fbe7ae387f]\"><img decoding=\"async\" width=\"1920\" height=\"819\" alt=\"Graphic without contact vs. with contact Increase of 17%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"lazyload img-responsive wp-image-24527\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27819%27%20viewBox%3D%270%200%201920%20819%27%3E%3Crect%20width%3D%271920%27%20height%3D%27819%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-200x85.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-300x128.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-400x171.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-600x256.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-768x328.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-800x341.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-940x400.webp 940w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1024x437.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1200x512.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1536x655.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-10\"><p>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).  <\/p>\n<h3>Graphic 5: Consideration (indexed)<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-6 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[eb789d7e7b452dae949]\"><img decoding=\"async\" width=\"1920\" height=\"877\" alt=\"Graphic insurance company +41%, insurance private +16%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"lazyload img-responsive wp-image-24528\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27877%27%20viewBox%3D%270%200%201920%20877%27%3E%3Crect%20width%3D%271920%27%20height%3D%27877%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-200x91.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-300x137.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-400x183.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-600x274.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-768x351.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-800x365.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1024x468.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1200x548.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1536x702.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-11\"><p>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&#8217;s Replay Ads campaign rate the company significantly more positively than the rest (Graphic 6). <\/p>\n<h3>Graphic 6: Assessment (indexed), all AXA connoisseurs*<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-7 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[5d0d5d26990ce3f2ddd]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Graphic on advertising recall, most &quot;is sustainable&quot; with +59%, then &quot;is proactive&quot; with +45%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"lazyload img-responsive wp-image-24529\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27943%27%20viewBox%3D%270%200%201920%20943%27%3E%3Crect%20width%3D%271920%27%20height%3D%27943%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-200x98.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-300x147.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-768x377.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1024x503.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1200x589.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1536x754.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-12\"><h2>Replay Ads lead to positive effects for your brand<\/h2>\n<p>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.   <\/p>\n<h3>Graphic 7: Positive effects on all brand dimensions<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-8 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[be198b7b991e4d655f4]\"><img decoding=\"async\" width=\"1920\" height=\"745\" alt=\"Graphic overview of brand awareness, brand affinity and increase in consideration\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"lazyload img-responsive wp-image-24530\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27745%27%20viewBox%3D%270%200%201920%20745%27%3E%3Crect%20width%3D%271920%27%20height%3D%27745%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-200x78.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-300x116.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-400x155.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-600x233.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-768x298.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-800x310.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1024x397.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1200x466.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1536x596.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-13\"><h2>Would you like the study as a PDF?<\/h2>\n<p>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.<\/p>\n<\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"\/app\/uploads\/2025\/12\/goldbach_axa_replay-ads-begleitstudie-2023.pdf\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Download study as PDF<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/goldbach.com\/en\/tv\/replay-ads\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Information about Replay Ads<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-bg-color:#f2f2f2;--awb-bg-color-hover:#f2f2f2;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">About the Study<\/h2><\/div><ul style=\"--awb-line-height:28.9px;--awb-icon-width:28.9px;--awb-icon-height:28.9px;--awb-icon-margin:11.9px;--awb-content-margin:40.8px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Method \u2013 Online survey after the campaign<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Target group \u2013 Private individuals aged 15-65<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Sample \u2013 German-speaking Switzerland: n=875 people, representative sample<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Field period \u2013 2023-06-21 &#8211; 2023-07-06<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Campaign \u2013 AXA Replay Ads Campaign 2023: April to June 2023<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Weighting \u2013 The data are weighted according to socio-demographic characteristics (gender, age, employment, education), RUS Internet, WEMF and language region according to MA Strategy All-in-One 2022.<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24531,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[351],"kanal":[313],"werbeform":[323],"class_list":["post-24588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","tag-replay-ads","kanal-tv","werbeform-replay-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Digital Audio complements and enhances Radio<\/title>\n<meta name=\"description\" content=\"To deepen the understanding of audio advertising effects, we have analyzed various campaigns with our Swiss Ad Impact advertising impact study.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goldbach.com\/en\/best-cases\/axa-replay-ads-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AXA Replay Ads campaign\" \/>\n<meta property=\"og:description\" content=\"To deepen the understanding of audio advertising effects, we have analyzed various campaigns with our Swiss Ad Impact advertising impact study.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goldbach.com\/en\/best-cases\/axa-replay-ads-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Goldbach\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-12T06:16:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-18T10:36:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Jessica Wonneberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica Wonneberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" 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