Taking the pain out of health gains

Find your Feelgood Health for AXA Health

Overview

After rebranding to AXA Health, the company sought to establish itself as a leader in "Feelgood Health" with a brand ad featuring Jack Whitehall.

This move into wellness was new territory for the brand so to build and maintain credibility in the space, we were tasked with delivering a multi-year content strategy across digital and social, that could deliver on the brave promises, made in the TVC.

Comms Tasks

Engage

Focus on a range of different activities, to appeal to our various audiences

Inspire

Inspire people to try a Feelgood Health activity, with our hero content.

Prove the physiological and psychological benefits of taking a Feelgood Health approach.

Authenticate

Activate

Challenge people’s preconceptions about maintaining a healthy lifestyle.

The Feelgood Health Hub

All campaign traffic led to a personalized hub, connecting audiences with AXA Health to reinforce brand trust and credibility.

On the hub, visitors selected a Feelgood Health persona matching their lifestyle and approach to exercise, unlocking tailored content to support their Feelgood Health goals.

Feelgood Health Stories

Steering away from influencers, we spotlighted real-life “Experiencers” who embodied Feelgood Health. Through four films, we captured how enjoyable activities transformed their lives. In a second phase, our Experiencers were paired with AXA experts, exploring the science behind their wellness journeys and offering viewers data-backed insights into Feelgood Health.

Alex

A street dancer who uses his practice to help him mentally, as well as physically.

Carmen

Lost her husband to suicide and found solace in tennis.

Lee

Discovered stand up paddle-boarding in her late 40’s after years of not looking after herself

Paul

Started playing walking football after he was diagnosed with diabetes

Introducing Mythbusters

To sustain engagement and credibility, we introduced the “Mythbusters” animation series, debunking health myths on topics from diet to mental health in a visually engaging, cost-effective format.

This series gathered momentum and to date, we have created 16 episodes on subjects as diverse as imposter syndrome to menopause, and amassed over 1 million views.

Feelgood Health Hacks

In our next content series our expert physiologist demonstrated practical health “hacks” through a daily routine, inspiring viewers to incorporate wellness into their lives. Utilising AXA’s refreshed illustration style these were brought to life with characterful animation, continuing the playful aesthetics of the campaign.

Putting Feelgood Health to work

A healthy team is a productive team. While decision-makers in target companies—SMEs to large corporates—were aware of the consumer campaign, our research showed they had distinct questions about Feelgood Health's business relevance.

Our approach focused on long-form debate content, with social ads pulling snippets to spark interest. Building on Jack Whitehall’s “forest bathing” ad, we created a “wellness workshop,” where businesspeople discussed wellness around boardroom tables set among trees and ferns.

B2B prospects could preview the videocasts and access a hub to sign up for a toolkit with full episodes, survey templates, and motivational staff videos. The three 15-minute debates covered a broad range of topics, each tailored to specific audiences.

What our client thought

“Nonsense bring fresh, audience-centric ideas from strategy through to execution, collaborate with us on journey planning and often help us refine and interrogate our objectives to get to the heart of the challenge we’re looking to address.

Whether for creative strategy for brand awareness activity, or more tightly defined content creation, their insight-led approach has enabled campaigns that often exceed our KPIs and deliver engagement that we’re really proud of.”

Lucy Church, Comms & Campaign Lead, AXA Health

The project in numbers

>200

Creative assets

Spanning Youtube, Instagram, TikTok, LinkedIn, CRM.

11%

Engagement Rate

More than double the sector norm.

4yrs

Now into it’s 4th year

and still going strong with fresh content continuing to prove AXA Health’s credibility in wellbeing.