Staff Reporters
Aug 16, 2013

CASE STUDY: How AXA increased brand awareness in Indonesia

AXA's biggest challenge as an insurance brand in Indonesia was to find ways to improve on the low awareness in the country of 240 million, which only has a dismal 2 per cent penetration level for insurance companies.

Background

AXA has been present in Indonesia offering various insurance products for the past 15 years and brand awareness has been really low. It launched an integrated campaign, through Havas Media Indonesia, to focus on creating platforms for educating Indonesians on the long term benefits of buying insurance policies.

Aim

The objective was to increase brand awareness, not only for the customers, but to help open doors for...

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