The Shotton Family Disaster

Brief: In support of the TV and press advertising, Coast’s task was to engage online ‘nest builder’ home insurers about the benefits of AXA’s Personal Claims Handler brand proposition.
 
Insight: Consumers like to buy financial services from a credible and peer group recommended source.
 
Creative: Coast researched and produced a docu-drama content campaign featuring the Shotton Family’s home flood & claim story, told in their own words.
 
Media: The campaign consisted of contextually placed 20 second ‘cliff hanger’ trailers placed on relevant financial / editorial sites, drawing the audience to a 3min film on the AXA site, plus additional ‘find out more’ content.
 
Results:
The campaign delivered a click through rate of 0.30%, against an (online advertising) industry standard of 0.15%.
 
A user who saw the content was 8% more likely to convert (than if they didn’t see it ).