{"id":24585,"date":"2023-09-12T08:16:58","date_gmt":"2023-09-12T06:16:58","guid":{"rendered":"https:\/\/goldbach.com\/campagne-axa-replay-ads\/"},"modified":"2025-12-18T11:36:53","modified_gmt":"2025-12-18T10:36:53","slug":"campagne-axa-replay-ads","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/best-cases\/campagne-axa-replay-ads\/","title":{"rendered":"Campagne AXA Replay Ads"},"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>L&#8217;automne dernier, le secteur de la TV suisse a pr\u00e9sent\u00e9 les Replay Ads. D\u00e8s les <g id=\"gid_0\">100 premiers jours suivant le lancement<\/g>, plus de 100 campagnes Replay Ads originales ont \u00e9t\u00e9 diffus\u00e9es sur les cha\u00eenes de TV. Depuis le 1er juillet, les <a href=\"https:\/\/goldbach.com\/fr\/les-replay-ads-font-desormais-partie-de-la-mesure-tv-suisse\/\" target=\"_blank\" rel=\"noopener\">Replay Ads font partie de la mesure d&#8217;audience de la TV suisse<\/a>, ce qui permet de conna\u00eetre pour la premi\u00e8re fois les port\u00e9es nettes des campagnes Replay Ads. Dans l&#8217;article suivant, nous vous montrons, \u00e0 l&#8217;aide de la <strong>campagne Replay Ads d&#8217;AXA<\/strong>, l&#8217;ampleur de l&#8217;impact r\u00e9el des Replay Ads.   <\/p>\n<p>L&#8217;entreprise d&#8217;assurance AXA a men\u00e9 sa premi\u00e8re campagne Replay Ads d&#8217;avril \u00e0 juin 2023 sur les cha\u00eenes du portefeuille de Goldbach Media, dans le cadre d&#8217;une campagne globale sur les solutions d&#8217;assurance pour les cr\u00e9ateurs d&#8217;entreprises.<\/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=\"Publicit\u00e9 Axa Pause Ad\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" class=\"lazyload img-responsive wp-image-24532\" 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>Afin de d\u00e9montrer l&#8217;efficacit\u00e9 des Replay Ads, la campagne a \u00e9t\u00e9 accompagn\u00e9e d&#8217;une \u00e9tude (voir encadr\u00e9 \u00e0 la fin de l&#8217;article), dont nous vous pr\u00e9sentons ici les r\u00e9sultats. La commanditaire \u00e9tait \u00e9galement satisfaite de la campagne :<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-testimonials-layout-fade awb-testimonial-content-flex-start awb-speech-bubble-show awb-testimonial-author-inline fusion-testimonials-1\" style=\"--awb-flex-align-items:stretch;--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-testimonial-text-font-size:24px;--awb-textcolor:var(--awb-color1);--awb-content-valign:center;--awb-initials-bg-color:var(--primary_color);--awb-initials-text-color:#ffffff;--awb-testimonial-icon-size:2em;--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;\"><div class=\"reviews\"><div class=\"review alignment-left male\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>L&#8217;\u00e9tude d&#8217;accompagnement nous fournit des informations passionnantes et utiles, que nous serons ravis de prendre en compte lors de la planification des prochaines campagnes. La collaboration avec Goldbach a en outre \u00e9t\u00e9 extr\u00eamement professionnelle, efficace et agr\u00e9able.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"testimonial-thumbnail doe\"><\/span><span class=\"company-name\"><strong class=\"testimonial-name\">Tanja Hediger<\/strong><span class=\"awb-testimonial-sep\">, <\/span><span class=\"testimonial-extras\"><span class=\"testimonial-company\">Senior Advertising Manager AXA<\/span><\/span><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-6\"><h2>La plupart des gens se souviennent de la TV<\/h2>\n<p>Parmi les participants \u00e0 l&#8217;\u00e9tude interrog\u00e9s, 32 % ont d\u00e9clar\u00e9 se souvenir de la campagne globale d&#8217;AXA, quel que soit le canal. La plupart d&#8217;entre eux se sont souvenus de la publicit\u00e9 \u00e0 la TV (graphique 1). <\/p>\n<h3 class=\"pagecomponent__header__headline h3\" data-v-386130aa=\"\">Graphique 1 : Souvenir publicitaire de la campagne globale par m\u00e9dia en %<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[b2b577fbac276cb092e]\"><img decoding=\"async\" width=\"1920\" height=\"1109\" alt=\"Graphique sur les diff\u00e9rents m\u00e9dias, \u00ab oui, ne sais pas o\u00f9 \u00bb \u00e0 33 %, suivi de la TV avec 29 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"lazyload img-responsive wp-image-24533\" 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-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-800x462.webp 800w, 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.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>Le graphique suivant montre que les gens se sont \u00e9galement souvenus des Replay Ads. Pr\u00e8s d&#8217;un quart des personnes interrog\u00e9es ont \u00e9t\u00e9 en contact avec la campagne Replay Ads d&#8217;AXA. <\/p>\n<h3>Graphique 2 : Souvenir publicitaire Replay Ads en %, tous les interrog\u00e9s<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[a8ba6780ae7af70ff3e]\"><img decoding=\"async\" width=\"1920\" height=\"695\" alt=\"Graphique sur la performance des Replay Ads, Start et Fast Forward Ad 21 %, Pause Ad 7 %, campagne Replay Ads 22 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"lazyload img-responsive wp-image-24534\" 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_grafik2-400x145.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-600x217.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-800x290.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1200x434.webp 1200w, 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>Les Replay Ads augmentent la probabilit\u00e9 de nouvelles souscriptions d&#8217;assurance<\/h2>\n<p>Le graphique pr\u00e9c\u00e9dent montre que les participants \u00e0 l&#8217;\u00e9tude ont per\u00e7u les Replay Ads. L&#8217;\u00e9tude devait toutefois \u00e9galement montrer l&#8217;impact des Replay Ads sur la notori\u00e9t\u00e9 et la sympathie de la marque AXA, ainsi que sur la consid\u00e9ration, c&#8217;est-\u00e0-dire la prise en compte d&#8217;AXA lors de la conclusion d&#8217;une nouvelle assurance. Les r\u00e9sultats ont \u00e9t\u00e9 tr\u00e8s satisfaisants.  <\/p>\n<p>\u00c0 la question de savoir quelles entreprises proposant les solutions d&#8217;assurance correspondantes leur viennent \u00e0 l&#8217;esprit, le nom \u00ab AXA \u00bb a \u00e9t\u00e9 cit\u00e9 nettement plus souvent par les personnes ayant \u00e9t\u00e9 en contact avec la campagne Replay Ads que par celles n&#8217;ayant pas \u00e9t\u00e9 en contact (graphique 3). Pour expliquer le graphique : pour la notori\u00e9t\u00e9 de la marque assist\u00e9e, la notori\u00e9t\u00e9 d&#8217;AXA a \u00e9t\u00e9 demand\u00e9e sur la base d&#8217;une liste d&#8217;entreprises d&#8217;assurance, pour la notori\u00e9t\u00e9 non assist\u00e9e sans liste. \u00ab Top of Mind \u00bb signifie qu&#8217;AXA a \u00e9t\u00e9 cit\u00e9e comme premi\u00e8re entreprise d&#8217;assurance dans la notori\u00e9t\u00e9 non assist\u00e9e.  <\/p>\n<h3>Graphique 3 : Notori\u00e9t\u00e9 de la marque (index\u00e9e), tous les interrog\u00e9s<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[e5325840486f6381c52]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Graphique sur la notori\u00e9t\u00e9 de la marque, assist\u00e9e plus 4 %, non assist\u00e9e +49 %, Top of mind +64 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"lazyload img-responsive wp-image-24535\" 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_grafik3-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1200x589.webp 1200w, 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>Un tableau similaire s&#8217;est dessin\u00e9 en ce qui concerne la sympathie pour la marque. \u00c0 la question de savoir s&#8217;ils trouvent AXA sympathique, les personnes qui ont \u00e9t\u00e9 en contact avec la campagne Replay Ads ont \u00e9t\u00e9 plus nombreuses \u00e0 r\u00e9pondre par l&#8217;affirmative que celles qui n&#8217;ont pas \u00e9t\u00e9 en contact (+17 %, voir graphique 4). <\/p>\n<h3>Graphique 4 : Sympathie pour la marque (index\u00e9e), tous les interrog\u00e9s<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[1c771af80a37d34dd50]\"><img decoding=\"async\" width=\"1920\" height=\"819\" alt=\"Graphique sans contact vs. avec contact Augmentation de 17 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"lazyload img-responsive wp-image-24536\" 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_grafik4-400x171.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-600x256.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-800x341.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1200x512.webp 1200w, 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>En outre, il a \u00e9t\u00e9 demand\u00e9 aux participants quelles entreprises ils choisiraient \u00e0 titre priv\u00e9. Pour les d\u00e9cideurs en mati\u00e8re d&#8217;assurance au sein des entreprises, il a \u00e9galement \u00e9t\u00e9 demand\u00e9 quelles entreprises d&#8217;assurance ils envisageraient pour leur entreprise. C&#8217;est surtout pour une assurance pour l&#8217;entreprise que plus de personnes ayant eu un contact avec Replay Ads ont cit\u00e9 AXA que les personnes n&#8217;ayant pas eu de contact avec Replay Ads (+41 %, voir graphique 5).  <\/p>\n<h3>Graphique 5 : Consid\u00e9ration (index\u00e9e)<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[52331e42ebc7abff323]\"><img decoding=\"async\" width=\"1920\" height=\"877\" alt=\"Graphique Assurance Entreprise +41 %, Assurance priv\u00e9e +16 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"lazyload img-responsive wp-image-24537\" 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_grafik5-400x183.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-600x274.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-800x365.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1200x548.webp 1200w, 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>Pour conclure l&#8217;\u00e9tude, les participants devaient encore donner une \u00e9valuation g\u00e9n\u00e9rale d&#8217;AXA. L\u00e0 aussi, le verdict est clair : les personnes qui ont \u00e9t\u00e9 en contact avec la campagne Replay Ads d&#8217;AXA \u00e9valuent l&#8217;entreprise de mani\u00e8re nettement plus positive que le reste (graphique 6). <\/p>\n<h3>Graphique 6 : \u00c9valuation (index\u00e9e), tous les connaisseurs d&#8217;AXA<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[74b5684ad5d36b4ba77]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Graphique sur le souvenir publicitaire, le plus \u00ab est durable \u00bb avec +59 %, puis \u00ab est proactif \u00bb avec +45 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"lazyload img-responsive wp-image-24538\" 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_grafik6-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1200x589.webp 1200w, 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>Les Replay Ads ont des effets positifs sur votre marque<\/h2>\n<p>En r\u00e9sum\u00e9, on peut dire que 32 % de toutes les personnes interrog\u00e9es se sont souvenues de la campagne globale d&#8217;AXA. La plupart s&#8217;en sont souvenues gr\u00e2ce \u00e0 la TV. Les graphiques 3 \u00e0 6 ont ensuite montr\u00e9 de mani\u00e8re impressionnante l&#8217;efficacit\u00e9 des Replay Ads aupr\u00e8s des destinataires. Le graphique suivant montre \u00e0 quel point.   <\/p>\n<h3>Graphique 7 : Effets positifs sur toutes les dimensions de la marque<\/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=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[be60b6c8d94e6811410]\"><img decoding=\"async\" width=\"1920\" height=\"745\" alt=\"Graphique Aper\u00e7u de la notori\u00e9t\u00e9 de la marque, de la sympathie pour la marque et de l&#039;augmentation de la consid\u00e9ration\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"lazyload img-responsive wp-image-24539\" 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_grafik7-400x155.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-600x233.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-800x310.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1200x466.webp 1200w, 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>Souhaitez-vous l&#8217;\u00e9tude au format PDF ?<\/h2>\n<p>T\u00e9l\u00e9chargez l&#8217;\u00e9tude ici et laissez-vous inspirer pour votre propre campagne Replay Ads. Si vous avez des remarques, des questions ou si vous souhaitez r\u00e9server votre premi\u00e8re \/ prochaine campagne Replay Ads, notre \u00e9quipe de vente se tient \u00e0 votre enti\u00e8re disposition.<\/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=\"--awb-margin-right:20px;--awb-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\">T\u00e9l\u00e9charger l&#8217;\u00e9tude au format 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\/fr\/tv\/replay-ads\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Informations sur les 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\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">\u00c0 propos de l&#8217;\u00e9tude<\/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>M\u00e9thode \u2013 Enqu\u00eate Online apr\u00e8s la campagne<\/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>Population cible \u2013 Particuliers \u00e2g\u00e9s de 15 \u00e0 65 ans<\/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>\u00c9chantillon \u2013 Suisse al\u00e9manique&nbsp;: n=875&nbsp;personnes, \u00e9chantillon repr\u00e9sentatif<\/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>P\u00e9riode de collecte \u2013 21.06.2023 &#8211; 06.07.2023<\/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>Campagne \u2013 Campagne AXA Replay Ads 2023 : avril \u00e0 juin 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>Pond\u00e9ration \u2013 Les donn\u00e9es sont pond\u00e9r\u00e9es selon les caract\u00e9ristiques sociod\u00e9mographiques (sexe, \u00e2ge, activit\u00e9 professionnelle, formation), RUS Internet, WEMF et r\u00e9gion linguistique conform\u00e9ment \u00e0 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":24540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[81],"tags":[352],"kanal":[314],"werbeform":[322],"class_list":["post-24585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","tag-replayads","kanal-tv","werbeform-replay-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comment le Digital Audio compl\u00e8te et renforce la Radio<\/title>\n<meta name=\"description\" content=\"Afin d&#039;approfondir les connaissances sur les effets de la publicit\u00e9 audio, nous avons analys\u00e9 diff\u00e9rentes campagnes avec notre \u00e9tude d&#039;impact publicitaire.\" \/>\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\/fr\/best-cases\/campagne-axa-replay-ads\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campagne AXA Replay Ads\" \/>\n<meta property=\"og:description\" content=\"Afin d&#039;approfondir les connaissances sur les effets de la publicit\u00e9 audio, nous avons analys\u00e9 diff\u00e9rentes campagnes avec notre \u00e9tude d&#039;impact publicitaire.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goldbach.com\/fr\/best-cases\/campagne-axa-replay-ads\/\" \/>\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=\"2025-12-18T10:36:53+00:00\" 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