Branding, Card Designs and Product Packaging: AXA Insurance
Situation:
AXA Insurance needed to reenergize its Dream Builder product, which had suffered declining response rates in recent years.
Solution:
After reviewing primary research and response data, it became clear that the product brand name was not aligned with the demographics and psychographics of the target audience. Creative Solutions developed a new product brand name and logo, ProviderPlus, which was more relevant to the target audience.
Result:
The revised branding helped AXA make a significant impact in a highly cluttered and competitive market by lifting response by over 25%. The re-branding also gave energy and momentum for other aspects of the campaign including print ads, DRTV and direct mail.
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