The Challenge
In the midst of continuous socio-economic upheaval and constant change, AXA engaged 8TH DAY to assess how the brand was perceived globally. They sought to understand how shifting cultural values were impacting the foundational ideas underpinning the brand, determine where they needed to evolve, and identify where the AXA brand and its comms could credibly go next.
The Unlock
To help AXA build a comprehensive global picture, we conducted a 10-market study, interviewing consumers, stakeholders, brokers and other industry experts. We also conducted a full semiotic analysis of the insurance category to document how brands communicate meaning through nonverbal means such as sonics and distinctive brand assets.
We took this large body of data and worked it into a powerful narrative capturing shifts across markets and regions, the meaning created by the insurance category as a whole across 12 key brands, and how AXA was contributing to this meaning, where it could adapt, and how it could convey its place as global leader by connecting with consumer sentiment and local values.
We saw an opportunity to redefine core AXA brand values by moving away from fixed, linear ideas of progress to more flexible, omnidirectional ones. We gave the brand team and CCO a set of guiding principles to speak in a more leading, progressive way.
The Impact
Armed with these insights, we designed a creative framework that would help AXA move beyond its role as a reliable industry giant to a dynamic, forward-thinking pioneer. This included actionable guidance on how Progress could resonate across regions and divisions.
Based on our work, a new campaign platform, The Future Shouldn't Be a Risk, was launched.
