MEDIA BUYING AND PLANNING
AXA MANSARD HMO LAUNCH
AXA Mansard wanted to increase its foothold and market share in the Nigerian health insurance landscape with a comprehensive launch of its Health Insurance scheme. It wanted Capital Media to help create awareness for the brand name and gain TOMA while at the same time increasing brand awareness, visibility and usage of AXA Mansard HMO.
As at 2014, AXA Mansard had 5.4% market share in Nigeria. The Agency’s mandate was to increase the brand awareness by 15% to 20% Pan-Nigeria to rank the company in the top 2nd position. The campaign needed to address and help reverse Nigerian’s apathy for insurance products by helping to build trust with the promise of quality product offerings and excellent service delivery.
The campaign achieved highest SOV within the category and exceeded set KPIs’ at optimal cost. As a direct consequence, the written Monthly Gross Premium grew from N162m in February 2016 to N351m in April 2016.