The objective for communications was to create greater emotional connection with consumers. In a market where little differentiation exists between products, brand affinity is the factor most likely to influence conversion to sales.

We knew that we could make greatest difference within online forums –the second most trusted source of information (after doctors). We created a unique suite of video content hosted by AXA’s cancer nurses and provided simple no obligation advice for anyone affected by cancer.

Content was distributed via networks, including YouTube, and the MSN and Telegraph health channels, and hosted online at a dedicated ‘Cancer Center’ hub, where consumers could also take part in live Q&A sessions and discrete web-chats with AXA specialists.

We formed a unique partnership with Cancer Research UK around ‘Standup2Cancer’ (SU2C). We adapted our cancer nurses video for TV, and took over all commercial ad breaks in the programming

3m views of our Cancer Nurses video online during the campaign

+100,000 consumers visited the Cancer Center, participating in forums and Q&As

During the Standup2Cancer telethon, we delivered 26m ‘fundraising’ ABC1 TV impacts and £8m of donations

17,000 tweets within 48 hours

AXA’s search demand increased 52%, with conversion rates improving a staggering 1,000%

We knew that we could make greatest difference within online forums – the second most trusted source of information (after doctors). We created a unique suite of video content hosted by AXA’s cancer nurses, who represented the ‘human face’ of the brand, and provided simple no obligation advice for anyone affected by cancer.

Content was distributed via networks, including YouTube, and the MSN and Telegraph health channels, and hosted online at a dedicated ‘Cancer Center’ hub, where consumers could also take part in live Q&A sessions and discrete web-chats with AXA specialists.

We formed a unique partnership with Cancer Research UK around ‘Standup2Cancer’ (SU2C), a week-long celebrity-fuelled fundraising initiative, televised on the UK’s second largest broadcaster, C4. We adapted our cancer nurses video for TV, and took over all commercial ad breaks in the programming, bravely diverting our GRPs away from driving traffic to AXA policies, instead driving donations towards SU2C.

• There were 3m views of our Cancer Nurses video online during the campaign

• More than 100,000 consumers visited the Cancer Center, participating in forums and Q&As

• During the Standup2Cancer telethon, we delivered 26m ‘fundraising’ ABC1 TV impacts, helping Cancer Research deliver £8m of donations

• The campaign generated 17,000 tweets within 48 hours – only 2,000 fewer than teen heartthrob band, “One Direction” for the same period. Not bad for the ‘John Major’ of Insurance!

• Most importantly, AXA’s search demand increased 52%, with conversion rates improving a staggering 1,000% - proof that ‘doing good’ can make a difference to the bottom line