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Find your feelgood health for AXA Health
Taking the pain out of health gains
Overview
After a rebrand from “AXA PPP Healthcare”, the newly anointed AXA Health was looking to make a statement, with a strong ATL campaign positioning AXA as the experts in “Feelgood Health”.
With Jack Whitehall lined-up to feature in some funny TVCs awareness was sure to be high. But could we stand up to scrutiny, showing AXA really was dedicated to helping people live a healthy life without having to make huge sacrifices?
Strategy
Launch Feelgood Health in digital and social and keep the conversation going, proving AXA Health’s ongoing credibility in the space. Our content should inspire people, and help them take the Feelgood Health approach, and apply it to their lives.
Comms Planning
Our strategy team created journeys that would prove AXA really did believe in Feelgood Health. We mapped out a Comms Plan that tied together content and messaging across AXA’s Digital and Social properties, designed to do the following things:
Focus on a range of different activities, to appeal to our various audiences.
Inspire people to try a Feelgood Health activity, with our hero content.
Deploy deeper content to prove that there are genuine physiological and psychological reasons to take a Feelgood Health approach, demonstrating AXA’s medical expertise.
Social content would need to challenge people’s preconceptions about healthy lifestyles and motivate them to see things from a Feelgood Health point of view.
All our content was published through AXA’s owned channels, and also collated on a central Feelgood Health Hub. The hub content continues to be updated and refreshed regularly, testiment to AXA Health's long term commitment to the campaign, and delivering Feelgood Health.
The Feelgood Health Hub
Finding Your Feelgood Health
To introduce the campaign and move people into action, we developed five Feelgood Health personas. Based on our research, each illustrated a different character type and approach to keeping fit and staying healthy. Playful animations of each persona were built into an interactive tool, where hub visitors could choose the ‘mindset’ that most resembled them, which filtered bespoke content and tailored experiences to help them apply this Feelgood Health approach in their lives.
Participation was incentivised by a Spotify competition, where people could win a year's subscription, alongside curated playlists to accompany their FeelGood Health activities.
Launch Content
Real Feelgood Health Stories
We cast four real people who embody a Feelgood Health approach to feature in a series of short films. Actively steering away from influencers, we searched for ‘Experiencers’ who were already embracing Feelgood Health. Each film documented a single subject's activity, showing how doing something that was clearly fun had had a profound effect on their life.
The Stories:
Lee - Discovered stand up paddle-boarding in her late 40’s after years of not looking after herself
Alex - A street dancer who uses his performances to help him mentally
Carmen - Lost her husband to suicide and found solace in tennis
Paul - Started playing walking football after he was diagnosed with diabetes
Deeper Content
Expert Interviewers
After meeting our Experiencers and learning their story, we paired each of them with a different AXA expert. Together, over a Covid-friendly Zoom call, they explored the science behind their life-changing Feelgood Health journey, rating their feelings towards different stimuli before and after a Feelgood Health activity.
Social Content
The Feelgood Health Games
As paid launch content, we created funny clips of people doing crosswords and dog-walking. These everyday activities were narrated with enthusiastic sports commentary to challenge preconceptions of what constitutes a “healthy” activity.
Mythbusters
To remain credible, we needed to keep the Feelgood Health conversation going. Our cute, yet eye-opening animation series ‘Mythbusters’ delivered! Dubunking health and wellbing myths one topic at a time, our first wave of episodes shed light on Diet, Mental Health, Physical Health and Sleep.
The puppetry and paper craft treatment meant we could produce episodes in batches, very cost-effectively. We have now created over 20 episodes, busting myths on topics from Imposter Syndrome to Menopause.
Feelgood Health Hacks
The next iteration of the campaign explored 'hacks' for how to eek a Feelgood Health workout out of the everyday. Fronted by AXA Health’s expert physiologist Sarah Kemp, rather than boring corporate talking heads, our content followed Sarah through her daily routine with playful animated overlays to embellish her Feelgood Health in action.
Feelgood Health Business
Putting Feelgood Health to work
A healthy team, is a productive team. Decision makers at target companies - from SMEs to national corporates - , would have seen the consumer campaign, but our stakeholder interviews revealed the key questions and barriers regarding what Feelgood Health meant was different for business.
Our comms laydown centred around longform debate content - with snippets of this being used in social ads. Creatively, we took Jack Whitehall’s “forest bathing” experience from the ATL ads and invented the “wellness workshop”, with businesspeople discussing the key issues around a boardroom table and water coolers under the trees and nestled in the ferns!
B2B prospects could watch samples of the videocasts and visit a dedicated hub to sign up for a free toolkit containing the full episodes, survey templates and motivational videos for their staff. The 3x 15-minute debate episodes covered a huge range of topics, with each episode skewed towards different 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 deliver our (often stretching) KPIs and engagement that we’re really proud of.”
Lucy Church, Comms & Campaign Lead, AXA Health
The project in numbers
2,256
Impressions
11%
Engagement Rate
More than doule the sector norm.
4yrs
Now into it’s 4th year
with fresh content continuing to prove AXA Health’s credibility in wellbeing.