Motor Insurance Acquisition Campaign
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Concept Development | Creative Strategy | Creative Direction | Copywriting
Collaborators: Copywriter, Graphic Designer
Market: UAE, Bahrain, Oman, and Qatar
Collateral: Instagram posts (carousel), search, SMS, website, emailer
Project
The project aimed to reposition AXA's motor insurance offering by prioritising transparency and customer-centric communication. The goal of highlighting the long-term value of insurance compared to everyday expenses was to empower customers to make informed decisions about their coverage.
Brief
AXA faced declining motor insurance sales due to the perception of higher costs than competitors. Despite offering top-tier coverage, benefits, and service, customers are drawn to lower-priced alternatives. The challenge was to shift from a premium image to one emphasising value and affordability.
Concept
The concept I spearheaded involved leveraging everyday purchases to highlight the affordability of AXA's comprehensive motor insurance. By encouraging customers to compare routine expenses, like buying coffee or a bag of crisps, with the cost of insurance coverage, we aimed to realise comparable expenses. This approach effectively challenged the perception of insurance as expensive, positioning AXA as a cost-effective and valuable choice for consumers.
Creative Process
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In-depth Customer Behavior Analysis: Conducted extensive research into customer behaviors and spending patterns, delving deep into their everyday purchasing habits to understand their perspectives and decision-making processes.
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Cultural Sensitivity and Relevance: Leveraged my innate understanding of the region's culture and customs to craft messaging and imagery that resonated with the local audience on a profound level. By incorporating culturally relevant references and nuances, the campaign spoke directly to the hearts and minds of our target market, fostering a strong sense of connection and reliability.
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Holistic Marketing Strategy: Developed a comprehensive 360-degree marketing strategy encompassing various touchpoints across social media channels. By engaging customers through diverse platforms and interactions, we ensured maximum exposure and engagement, even during challenging times such as the lockdown period when traditional marketing approaches were limited.
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Iterative Refinement: Continuously refined and optimised the campaign based on real-time feedback and performance data, allowing us to adapt and evolve our strategies to meet our audience's evolving needs and preferences.
Role & Contribution
As Creative Director, I initiated the conceptualisation of the campaign, and I led the strategic transformation of AXA's marketing approach, transitioning from external agency reliance to an internally driven, culturally relevant campaign. Leveraging my regional expertise, I guided the development process, fostering innovation and collaboration to deliver exceptional results amidst challenging circumstances.
Outcomes
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The pilot campaign in the UAE was replicated in Oman, Bahrain, and Qatar, marking the first time all four markets had their own localised hero campaign.
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The campaign achieved a 119% lead target, with a 50% increase in average leads per day and a 4% decrease in website bounce rate.
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Improved website performance with a 98% increase in leads from the "Get a Quote" page and a 4% increase in conversion rate compared to previous campaigns.
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The campaign successfully engaged customers and exceeded lead targets despite lockdown restrictions limiting driving.
Takeaways
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Cultural Authenticity Drives Engagement: Cultural relevance and authenticity are paramount in connecting with the audience more deeply and fostering trust and engagement.
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In-house Expertise Yields Better Results: Utilising in-house talent with a deep understanding of the local market can lead to more effective and impactful campaigns than relying solely on external agencies.
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Adaptability in Challenging Times: Even during adversity such as lockdowns, innovative marketing strategies coupled with cultural sensitivity can yield successful outcomes and drive meaningful engagement.
Key Metrics
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Campaign Budget: GBP 80,501
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ROI: GBP 0.75 spent = GBP 2.75 return
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Campaign Target Leads: 2,500
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Target Leads: 2,500, Leads Achieved: 2,974 (119% of leads KPI achieved)
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Website Performance:
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Home Page Views: 616,267 vs. 538,380 (14% increase)
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Get a Quote Page Leads: 31,659 vs. 15,953 (98% increase)
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Average Leads Per Day: 96 vs. 64 (50% increase)
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Average Conversion Rate: 18% vs. 14%
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70 Years of Protection and Progress
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Concept Development | Creative Strategy | Creative Direction | Copywriting | VO
Collaborators: Graphic Designer and Video Editor
Market: UAE, Bahrain, Oman, and Qatar
Collateral: Brand video, posters, social media posts, website, emailer
Brief
Create a brand video showcasing AXA's enduring resilience during the pandemic and its 70-year legacy in the Gulf region. Emphasise the core value proposition of progress and protection to enlighten the audience about AXA's extensive regional tenure.
Concept
The concept centered on contemplating potential outcomes post-pandemic, delving into the synergy that emerges when protection and progress converge. This involved envisioning how AXA's commitment to safeguarding its customers intersects with its journey toward advancement and growth.
Creative Process
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Concept Development: Developed the central theme of uniting protection and progress, exploring the potential outcomes of their convergence.
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Scriptwriting: Crafted a compelling script that effectively conveyed the brand's resilience and 70-year legacy in the region.
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Tone Setting: Established a tone of empowerment and forward-looking optimism, shifting focus away from the pandemic's adverse effects.
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Storyboarding: Created a visual narrative storyboard to guide the video production process and ensure alignment with the chosen concept.
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Video Selection: Carefully curated video footage to complement the script and enhance the storytelling aspect of the brand video.
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Voiceover: Recorded a professional voiceover to add depth and emotion to the narrative, despite limited access to recording studios during the lockdown.
Role & Contribution
In this project, I took charge of multiple aspects, including scriptwriting, storyboarding, video selection, and voiceover for the brand video highlighting AXA's resilience and regional legacy.
Outcomes
The brand video effectively conveyed AXA's resilience and 70-year legacy in the Gulf region, showcasing its commitment to progress and protection. Despite challenges posed by the pandemic, the video highlighted AXA's presence in the region and its unwavering dedication to its customers.
Takeaways
The project underscored the importance of adapting to challenges and leveraging creativity to overcome limitations. By focusing on empowerment and resilience, AXA was able to connect with its audience on a deeper level, reinforcing its brand values and legacy.
Commercial Insurance
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Concept Development | Creative Strategy | Creative Direction
Collaborator: Graphic Designer
Market: UAE and Qatar
Collateral: Instagram and LinkedIn posts (carousel), search, SMS, website, emailer
Brief
Develop a strategic awareness campaign to showcase AXA's comprehensive product portfolio across the UAE, Oman, and Qatar markets. The goal is to establish AXA as a distinguished and trusted insurance provider, catering to the needs of Business Owners, General Managers, CEOs, CFOs, HR Managers, and Procurement professionals. The campaign should address the challenges of the ongoing pandemic while highlighting AXA's expertise and value proposition within the target audience segments.
Concept
The concept focused on showcasing AXA's expertise in providing tailored insurance solutions for businesses while emphasising solidarity and assistance to SMEs during the pandemic. It aimed to redefine the protection paradigm by adapting to the evolving business landscape and driving transformative shifts in operational strategies.
Creative Process
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Research: Conducted market research to understand the challenges faced by businesses during the pandemic and identify opportunities for innovative protective solutions.
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Strategy Development: Developed a strategic campaign plan tailored to address the specific needs of Business Owners, General Managers, CEOs, CFOs, HR Managers, and Procurement professionals in the UAE, Oman, and Qatar markets.
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Content Creation: Produced engaging content highlighting AXA's comprehensive product portfolio and its relevance to the evolving business landscape. Illustrations were used over photography to convey a sense of versatility and adaptability in our campaign visuals. Illustrations allowed us to create dynamic and engaging imagery that could easily adapt to different contexts and convey complex ideas visually appealingly.
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Campaign Execution: Launched the awareness campaign across the target markets, emphasising solidarity with SMEs and showcasing AXA's expertise in providing tailored insurance solutions for businesses.
Role & Contribution
Led the development of the campaign strategy and creative direction. I looked at market trends, identifying audience needs, and developing engaging content. Contributed to the execution of the campaign across multiple channels, ensuring alignment with AXA's brand values and objectives.
Outcomes
The campaign successfully showcased AXA's comprehensive product portfolio and established the brand as a trusted insurance provider in the UAE, Oman, and Qatar markets. Utilising carousels in the UAE led to a significant 57% increase in Click-Through Rate (CTR) compared to single images. Oman exhibited a higher lead generation rate, indicating potential opportunities for B2B expansion in the region.
Takeaways
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Partnership and Assistance: Demonstrating solidarity with SMEs during challenging times can strengthen brand reputation and foster customer loyalty.
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Adaptability and Innovation: Adapting to the evolving business landscape and developing innovative protective solutions is essential for maintaining competitiveness.
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Market-Specific Strategies: Tailoring campaign strategies to address the unique needs of different markets can enhance overall campaign performance and effectiveness.
Allstars Internal Event
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Branding Strategy | Event Planning | Creative Direction
Collaborators: Graphic Designer, Production Manager, Brand Manager, Comms Manager, Events Manager
Collateral: Branding assets (comms video, ppt template, signage, banners, backdrops, invites, programme, badges, flags)
Brief
Previous Pulse surveys highlighted low employee morale and employee engagement despite HR efforts to boost morale. The annual employee events were uninspiring, leading to low attendance and further disengagement, especially among Qatar, Bahrain, and Oman employees due to logistical constraints. The Marketing department was tasked with reimagining the annual event to foster a sense of unity and appreciation among employees across all GCC markets.
Concept
The concept "We're Allstars" aimed to unite employees from different markets and celebrate their contributions as Allstars within the organisation. The branding, presentations, workshops, and activities centered around empowering employees and highlighting their significance as valued members of the AXA family.
Creative Process
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Concept Development: Brainstormed ideas to create a cohesive theme that resonated with employees and emphasised unity and appreciation.
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Branding and Theming: Developed branding elements and thematic concepts to infuse the event with excitement and celebration.
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Content Creation: Designed presentations, workshops, and activities that aligned with the Allstars theme and reinforced the message of appreciation and empowerment.
Outcomes
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The post-event Pulse survey revealed a significant improvement in employee morale and engagement, with employees reporting reduced stress levels and increased motivation.
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The event fostered a sense of unity among employees from different markets, with those from Qatar, Bahrain, and Oman feeling more connected to the AXA family.
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The Net Promoter Score (NPS) increased to 9/10 from 6/10 in the previous survey, indicating high employee satisfaction. Additionally, the Marketing department was recognised for creating a memorable and impactful event, leading to increased cross-collaboration with other teams.
Takeaways
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Creative and engaging event concepts can significantly improve employee morale and engagement.
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Inclusive event planning is essential to ensure employees feel valued and included.
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Thematic branding and content creation can reinforce key messages and enhance the event experience.
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Collaboration between departments can lead to innovative and successful event initiatives that benefit the organisation.
Home Insurance Instagram Campaign
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Copywriting | Creative Direction
Collaborators: Graphic Designer, Marketing Manager
Market: UAE, Bahrain, Qatar, and Oman
Collateral: social media campaign (Instagram)
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Project Overview
The Instagram campaign aimed to engage and resonate with customers in the UAE and Bahrain by acknowledging their new home routines during COVID-19 lockdown. By focusing on relatable scenarios like home-schooling and home workouts, the campaign highlighted how AXA’s home insurance could offer peace of mind during these unprecedented times.
Brief
With the onset of the COVID-19 lockdown, people's homes transformed into multifunctional spaces – classrooms, gyms, and offices. AXA Gulf Insurance sought to leverage this shift by launching an Instagram campaign to highlight the importance of home insurance during these times. The goal was to connect with the audience on a personal level, showcasing how home insurance could protect their newly adapted living spaces.
Creative Process
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​Concept Development: Identified key scenarios relatable to the target audience, such as teaching kids at home and converting living rooms into gyms, and developed a campaign theme emphasising home spaces' safety, security, and adaptability.
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Content Creation: Developed engaging, empathetic captions that spoke directly to the audience's experiences and created visually appealing images and graphics that depicted home-schooling and home workout setups. There was a shortage of designers to support so I took over the design process.
Takeaways
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Adaptive Strategy: Demonstrated the ability to quickly adapt the marketing strategy to align with real-time events and audience needs.
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Brand Relevance: Reinforced AXA’s brand relevance by showing how home insurance could provide security and peace of mind in changing times.
Digital Transformation
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Copywriting | Creative Direction | Brand Management
Collaborators: Graphic Designer, UX and UI Designers, Content Manager
Market: UAE
Collateral: App launch posters, screensavers, promotional video, emailer (internal and external)
Project Overview
The MyAXA app was designed as a comprehensive platform for health insurance customers to manage all their insurance transactions efficiently. Initially piloted with health insurance, the app aimed to streamline processes and improve accessibility, with plans to extend its functionality to motor insurance customers.
Brief
AXA embarked on a digital transformation journey to meet evolving customer needs by simplifying customer journeys and enhancing experiences. The focus was revamping the website, optimising purchase journeys, and introducing the MyAXA app.
Creative Process
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Strategic Messaging: Developed a messaging strategy focused on simplicity and clarity, avoiding insurance jargon to ensure accessibility for all users.
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Visual Design: Guided the design process for the website, app, and purchase journeys, emphasising user-centricity and coherence across all touchpoints.
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User Experience Review: Meticulously reviewed each data field and interaction point to optimise user journeys and ensure a seamless experience from start to finish.
Takeaways
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Prioritise simplicity and clarity in messaging to enhance user accessibility.
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Maintain a human touch in visual design to resonate with users personally.
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Continuously review and optimise user journeys to ensure a seamless digital experience.
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Embrace innovation and customer-centricity to stay ahead in the digital landscape and meet evolving customer needs.
Client-Facing Documents Rebrand
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Creative Direction | Branding
Collaborators: Graphic Designers (in-house and freelance), Copywriter, Marketing Manager
Market: UAE and Bahrain
Collateral: leaflets, brochure, policy documents, contracts, policy wording (print and digital)
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Project Overview
The Home Insurance leaflet was part of a larger project involving redesigning 450 customer-facing documents to ensure consistency with AXA’s new branding. The leaflet aimed to provide clear, concise information about AXA’s home insurance offerings, targeting customers in the UAE and Bahrain. This redesign was initially estimated to take six months but was completed in four months through efficient project management and collaboration.
Role & Contribution
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Creative Direction: Led the creative vision for the leaflet redesign, ensuring alignment with AXA’s new brand identity.
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Brand Management: Managed the transition of the leaflet’s look and feel to match the updated AXA branding, overseeing all design and content changes.
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Project Management: Efficiently managed the redesign process, completing the project in four months instead of the estimated six, thanks to the collaboration with freelance and in-house designers.
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Quality Assurance: Ensured all content met legal and audit requirements, maintaining high standards for customer-facing documents.
Takeaways
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Efficiency and Collaboration: Demonstrated strong project management and collaborative skills, completing the project on schedule.
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Brand Consistency: Successfully transitioned the Home Insurance leaflet to the new AXA brand identity, contributing to the consistency of 450 customer-facing documents.
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Strategic Leadership: Provided strategic leadership in managing the redesign process, ensuring all materials complied with AXA Group’s standards.
AXA Partnership Company Profile (B2B)
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Copywriting | Creative Direction | Brand Management
Collaborators: Graphic Designer, Health Account Manager (Employee Benefits)
Market: UAE
Collateral: leaflet (print and digital), presentation
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Project Overview
The AXA Partnership Company Profile was designed to serve as a key marketing tool, showcasing the company’s capabilities, products, and services tailored for Privilege customers within the B2B segment. The project required a meticulous approach to content creation, design, and brand alignment to ensure the profile effectively communicated AXA’s value proposition and competitive edge.
Brief
Develop a comprehensive company profile targeting Privilege customers within their B2B partnership network. The profile aimed to highlight AXA’s extensive insurance solutions and the unique benefits offered to corporate clients. The objective was to create an informative and visually appealing profile to enhance AXA’s relationship with its B2B partners and reinforce its reputation as a leading provider of bespoke insurance solutions.
Role & Contribution
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Creative Direction: Led the overall creative vision for the company profile, ensuring it effectively represented AXA’s brand and appealed to Privilege customers.
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Content Strategy: Developed the content strategy, ensuring the profile provided clear, concise, and compelling information about AXA’s offerings.
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Design Oversight: Directed the design process, from initial concepts to final production, ensuring a cohesive and professional presentation.
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Stakeholder Collaboration: Engaged with internal teams, including the health product development team, to gather insights and ensure the profile met their needs.
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Quality Assurance: Ensured the final profile was error-free, aligned with brand standards, and communicated AXA’s value proposition effectively.
Takeaways
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Enhanced Market Understanding: Deepened my understanding of the B2B market and the specific needs of Privilege customers within this segment.
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Strategic Content Development: Successfully developed a comprehensive and compelling company profile that effectively communicated AXA’s strengths and benefits.
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Leadership and Collaboration: Demonstrated strong leadership and collaborative skills, driving the project to completion while aligning with AXA’s brand values.
HR Branding
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Copywriting | Creative Direction | Brand Management
Collaborators: Graphic Designer, Human Resources Business Partner
Market: UAE, Qatar, Bahrain, and Oman
Collateral: sub-department progamme logos, branded internal documents, screensavers
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Project Overview
I spearheaded a comprehensive branding project for the HR department, creating distinct logos for each sub-department and its programmes and bringing them together under a unified brand identity. This project involved strategic planning, collaborative design, and meticulous execution to ensure each logo reflected the unique essence of its sub-department while maintaining visual consistency.
Creative Process
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Research and Discovery: Conducted in-depth research to understand each HR sub-department's unique characteristics and functions.
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Concept Development: Created initial design concepts and presented them to key stakeholders for feedback.
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Design Refinement: Oversaw the iterations of the logos based on stakeholder feedback, ensuring each logo was distinctive yet cohesive.
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Finalisation: Oversaw the finalisation of the logos and developed branding guidelines to ensure consistent use across all platforms.
Role & Contribution
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Creative Direction: Led the creative process from concept to completion, ensuring alignment with the overall HR brand strategy.
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Branding: Developed unique logos for each HR sub-department, incorporating specific elements that represent their functions.
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Project Management: Coordinated with sub-department stakeholders to gather insights and feedback, ensuring the final designs met their needs and expectations.
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Unified Branding: Ensured all sub-department logos were cohesive and aligned under a single HR brand umbrella, enhancing brand recognition and unity, and developed a new HR manifesto to introduce the different sub-departments and programmes.
Affinity Programme (B2B)
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Creative Direction | Brand Management
Collaborators: Graphic Designer, Copywriter, Sales Manager
Market: UAE
Collateral: brochure (print and digital), emailer
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Project Overview
The Affinity Programme was designed to provide tailored health insurance and benefits to employees of AXA’s B2B partners. The goal was to create a unique brand identity for the programme to communicate its value proposition effectively and foster long-term relationships with corporate clients. The initiative required a strategic approach to branding, creative direction, and seamless execution to ensure the programme's success in the competitive insurance market.
Brief
To launch an Affinity Programme targeting B2B partners, offering health insurance and employee benefits under the Employee Benefits scheme. The objective was to create a compelling and cohesive brand identity that would resonate with corporate clients and their employees, highlighting the value of AXA's comprehensive benefits.
Role & Contribution
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Creative Direction: Led the creative vision for the Affinity Programme, ensuring all branding elements were aligned with AXA’s corporate identity and the programme’s objectives.
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Brand Management: Managed the brand identity development, from concept to final execution, ensuring a cohesive and compelling presentation across all marketing materials.
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Collaboration: Worked closely with sales and product development teams to ensure the brand strategy was effectively integrated into all aspects of the programme.
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Stakeholder Engagement: Engaged with key stakeholders and internal teams to gather feedback and refine the branding strategy.
New AXA Identity Announcement
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Copywriting | Brand Management
Collaborators: Head of Marketing, Content Manager
Market: UAE, Oman, Qatar, and Bahrain
Collateral: emailer
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Brief
To announce AXA's new brand identity to employees across the GCC countries. The challenge was to ensure cohesive internal communication, as previous efforts had resulted in inconsistent branding use. The objective was to communicate the new brand guidelines clearly, address potential learning curves, and emphasise the importance of brand consistency in both internal and client-facing communications.
Role & Contribution
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Copywriting: Crafted clear, engaging, and informative content to introduce the new brand identity. The emailer needed to highlight the key elements of the new brand, the reasons behind the rebranding, and the expected impact on day-to-day operations.
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Brand Management: Ensured the messaging aligned with AXA's overall brand strategy and corporate values. This involved working closely with the Head of Marketing and Content Manager to fine-tune the content and make it resonate with employees across different GCC markets.
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Change Management: Developed content that motivated employees to adopt the new branding guidelines. This included emphasising the benefits of unified brand identity and providing practical tips for implementation to minimise resistance and confusion.
Outcomes
The emailer successfully informed and engaged employees, promoting a seamless transition to the new brand identity across the GCC region. By addressing potential challenges upfront and providing clear guidance, the communication helped foster a sense of unity and commitment to maintaining brand consistency, thereby improving internal and client-facing communications.
SME Insurance Launch
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Creative Direction | Copywriting
Collaborators: Marketing Manager and Graphic Designer
Market: UAE, Oman, Qatar, and Bahrain
Collateral: Instagram posts
Brief
The commercial team aimed to highlight the importance of SME insurance through an engaging Instagram campaign. With the region experiencing a significant influx of SMEs, focusing on the relevance and necessity of insurance for these businesses was essential. The objective was to create a campaign that resonated emotionally with SME owners, moving away from typical business jargon and emphasising protection, growth, and peace of mind with comprehensive insurance coverage.
Creative Process
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Strategic Messaging: Focused on creating messages that were emotive and relatable, steering clear of business-heavy language. Developed narratives that underscored the human aspect of running an SME, such as the dreams, aspirations, and challenges faced by small business owners.
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Launch and Promotion: Used targeted ads to ensure the campaign reached the right demographic, focusing on regions with high SME activity.
Role & Contribution
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Campaign Conceptualisation: Led the development of the campaign's overall creative direction, ensuring it aligned with the brand's vision and objectives. Focused on SME owners' emotional connection with their businesses.
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Content Creation: Developed emotive and engaging copy focused on the human aspects of running an SME, avoiding technical jargon and business speak.
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Visual Storytelling: Directed high-quality images to communicate the campaign's message visually and ensured consistency in branding elements across all Instagram posts, such as color palette and typography.
Employee Benefit Repositioning Pitch
Employer: AXA Gulf Insurance
Sector: Financial Services
Responsibility: Creative Strategy | Copywriting | Brand Positioning
Collaborators: Marketing Manager and Health Manager
Market: UAE, Oman, Qatar, and Bahrain
Collateral: pitch presentation
Describe your image
Describe your image
Describe your image
Describe your image
Objective
Reposition the existing health programme for employees to create a more empathetic and approachable brand identity, moving away from a strictly business-focused tone. The goal is to enhance engagement and foster a genuine connection with employees, promoting well-being through a supportive and friendly voice.
Challenge
The existing health programme's branding and messaging felt impersonal and corporate, lacking the warmth and relatability needed to engage employees effectively. The initiative's name and tone did not resonate with the workforce, making the programme seem more like a compliance mandate than a genuine support system for health and wellness.
Role & Contribution
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Tone of Voice and Messaging
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Objective: Shift from a business-centric, formal tone to one that is empathetic, supportive, and motivating.
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Actions:
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Developed a Warm and Friendly Tone: Crafted messaging that is conversational, inclusive, and motivational, using language that employees can easily relate to.
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Incorporated Empathy and Support: Emphasised themes of care, community, and personal growth, making the content feel more like a conversation with a trusted friend rather than a corporate directive.
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Visual Identity
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Objective: Create a visual identity that is inviting, vibrant, and aligned with the new tone of voice.
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Naming and Branding
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Objective: Revitalise the programme’s name to reflect its new, employee-centric focus. The previous names were too formal and did not communicate the programme’s true value or friendliness.
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Actions:
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Brainstormed Name Options: Developed several name suggestions that are friendly, easy to remember, and resonate with the target audience’s values and needs.
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