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AXA and Publicis Conseil Show Us the Value of Health Insurance

Publicis reveals some of the stats behind their wildly successful campaign for AXA

AXA and Publicis Conseil Show Us the Value of Health Insurance

33M German people don’t care about 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.

To show German people that they need a complementary health insurance if anything bad happen in their everyday life, we added the full cost of a potential medical treatment to the price of everyday items. Creating then the most expensive everyday items ever with the simple message that, without any complementary health insurance, even minor mishaps can become major expenses.

This campaign was built in a holistic approach:

First, a broad audience targeted with an awareness objective on TV, digital platforms, banners, print ads and indoor print in AXA agencies.

Secondly, we’ve created clusters of internet users per interest to push our message closer to their pastime. Our items have been tailored to better catch their attention and lead them to our specific landing pages. On they could check the financial benefit of having an AXA complementary health insurance.

Then we took our concept further and inserted our overpriced items into the daily lives of Germans, by distributing overpriced chocolates bars in supermarket.

Finally, the sales force also has relayed the campaign with their own comments on Facebook, playing with hot topics.



Reach: 70 million media impressions, 5+ million Youtube views.


Traffic +32% on the AXA Product webpage dedicated to the clinical treatment offer.

Traffic +36% on the AXA Product webpage dedicated to the ambulant offer.


AXA entered Top 3 of mind of insurance category.

Achievement against business target:

Awareness: +148% against target.


Advertiser: AXA Group

Brand: Marta Grech

Global Brand Director: Paul Bennett

Head of Advertising: Juan Herrera

Creative Agency

Creative Agency: Publicis Conseil

Creative Director: Frédéric Royer

Art Director: Agathe Bailly, Hugo Leloup (Nurun Paris)

Planner: Fola Williams

Executive Creative Director: Marcelo Vergara

Strategy: Philippe Martin-Davies

Digital Director: Pierre Robinet

TV Producer: Pierre Marcus, Armelle Sudron

Creative: Robert Aquadro, Tobias Fant

Production Company

Production Company: Iconoclast

Director: Vallée Duhamel

DOP: André Turpin

Producer: Anthony Bargis & Solal Micenmacher

Photographer : Simon Duhamel

Line Producer: Théo Jourdain

Post Production / VFX

Post Production Company: Thomas Guérin


Sound Production: Carsten Krueger

Genre: Strategy/Insight