How locally relevant messages can achieve Global EngagementAXA XL
CONVERSATION RATES IN GERMANY
CTRs IN ITALY (vs. 0.15% INDUSTRY AVERAGE)
CTRs IN SPAIN (vs. 0.20% INDUSTRY AVERAGE)
AXA XL launched its global “Know you can” campaign
In 2019, AXA Group launched a global brand campaign to support its global positioning: “Know you can”, a tagline that illustrates they are partners to their customers and businesses in their growth journey. As an embodiment of success and self-belief, the communications featured Serena Williams and local market proofs to demonstrate the Group’s commitment to its customers worldwide.
In the context of this campaign, AXA XL – the P&C and specialty risk division of AXA – developed a series of ads (click-through banners that redirected to microsites) that would represent the group’s motto across its product offering. The creative consisted of catchy headlines, body content and visuals linked together with clever puns, so there was a lot to be taken into consideration when adapting the content for international markets, cultures and languages.
Creative Culture provided AXA XL with full transcreation into French, German, Italian, Spanish and Brazilian Portuguese. In order to support the creative and strategic effort behind the campaign, we provided three creative options per ad (headline and body content) using significantly different approaches in terms of style and phrasing. We worked with native and industry-relevant teams of copywriters and copy-editors to ensure the ads were equally impactful and relevant to all of AXA XL’s local target audiences. The final ads were reviewed and approved by the local AXA XL teams.
Being AXA XL’s preferred supplier for transcreation, we were asked to produce adaptations of other critical campaigns (such as the cross-service and COVID-19 response campaigns). Transcreation and getting the message right in the local markets helped the client achieve excellent results and ROI from these campaigns, including click-through rates in all the languages that were above average for the industry. In their industry, AXA XL achieved 0.47% CTRs in Spain (vs. 0.20% industry average) and 0.60% in Italy (vs. 0.15% industry average) in Q1 of 2020. Conversation rates were equally high, reaching as much as 116% in Germany.
Once again, targeted transcreation has proven to not only ensure local customer engagement but also exceed visible ROI expectations.