21 %

Over-delivery of impacts across the length of the campaign

6

Sites UK-wide

31

Days campaign was extended as a result of successful first run

AXA wanted to reach an affluent audience for the first time after the UK’s lockdown in 2021. Using premium sporting content to compliment its linear TV campaign.

The brief 

AXA’s summer campaign was a great example of how a spot campaign can turn into a sponsorship. Working with AXA we created a bespoke site sponsorship in the heart of London’s financial district, reinforcing this with a national spot campaign across all C-Screens sites.

Campaign period:

2nd July – 31st August 2021

Campaign 

Spitalfields is a very trendy area with various banks and high-end business catering to a wealthy audience, all of which are excellent prospects for AXA products. C-Screens advised AXA to amplify their brand and boost the strength of their campaign with an eye-catching wrap at the Spitalfields site, meaning the AV spot gave AXA a strong presence around all live sporting activity during July and August.

Delivery

19.7 Million Adult Impacts

13.34 AV Ratings (ABC1)

Results

The sponsorship enabled AXA to maintain an ongoing dialogue with sports-loving consumers via fixed branding, sponsorship idents and 30-second spots across the summer. Having AXA branding created a positive brand association while promoting a feeling of escapism. Providing an enjoyable experience for people taking a break from busy working life to enjoy Wimbledon, Tour De France, Cricket and other sports over the summer.

The client was incredibly happy with the results they saw for the duration, extending the length of the campaign because of the high audience engagement.

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