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AXA

B2B with a retro twist

When you launch your first new product in a decade, you want to make some noise. Which is exactly why AXA, the global insurance giant, asked us to help promote their new Management Liability Policy to business customers. 

To illustrate the need that businesses need to move forward, we used images of out-dated office technology across a broad range of sales materials. These included a targeted digital campaign, a dedicated YouTube channel and a launch at the Savoy (with retro sweets and toys thrown in). The results were astonishing: AXA quickly became the market leader in business insurance, with over 500 policies written in the first months after launch – generating £500k in income. Our campaign also won ‘Best B2B Product Launch’ at the B2B Marketing Awards.

The concept was exactly what was required. Unlike other insurance products, the creative made the reader want to pick up our literature and read more.

Callum Taylor
AXA

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