Situation: 33M German people don’t have complementary health insurance because they believe that, in case of need, the full cost of their medical treatments will be covered by the state. But it isn’t.

Our brief: AXA should make them realize that, without any complementary health insurance, even minor mishaps can become major expenses.

Our objectives:

Increase brand awareness and traffic on axa.de product landing pages.

Implementation:

- targeted link ads on Facebook, targeted video on Youtube

- axa.de: landing pages and health coverage comparison tool

- Live ambient: AXA overpriced chocolate bars in supermarket

Timeline: The campaign took place during 4 months (from June 6th to September 30th).

Placement: Youtube, Facebook, axa.de website.