安盛荣膺2022虎啸奖
AXA wins 2022 Tiger Roar Award
在刚刚出炉的第十三届虎啸奖评选中，《安盛自信一家人》整合营销传播案例获评“2022年虎啸奖”金融与保险类优秀奖。这一市场营销业界的重量级奖项再度展现了安盛全面先进的营销理念，印证了以客户为中心，持续推进数字化转型，基于受众需求推送不同险种场景化内容的突破性思维，以及通过引发更多情感共鸣，促进销售转化。
《安盛自信一家人》在去年六月安盛主办的“中国家庭健康保障论坛”上盛大发布，随即通过数字户外广告霸屏各大城市核心区域。这一系列品牌广告以中高端收入家庭的典型结构和生活方式为灵感，设计了一家六口个性鲜明的角色，通过风趣幽默的家庭小剧场系列短片展现品牌的多重保障优势。为最大化品牌IP的覆盖面和影响力，放大“自信”光芒，我们发起“寻找100个安盛自信家庭”社交媒体活动，由冰雪项目世界冠军李妮娜携手时尚博主、品牌主理人等社媒达人发声代言，吸引参与者秀出自信家庭最真实的模样。
11亿观看人次，61万次的社交媒体互动，《安盛自信一家人》不仅交出了漂亮的传播数据，更在后续的用户调研中展现出持续的影响力——品牌第一提及率提升125%，品牌知名度提升33%，消费者购买意向提升35%等等。正是这些独具匠心的创意，品效合一的努力，《安盛自信一家人》从超过4000件参评案例中脱颖而出，经由广告主、研究机构、协会、传播机构、品牌媒体机构中资深望重的专业人士组成的专家评审团的层层打磨与筛选，成为416名入围者之一，换言之，《安盛自信一家人》整合营销传播案例处于行业二八定律的精英位置。
作为国内营销传播界最具分量的大奖之一，虎啸奖向来以独立严苛的评审著称，拥有超过六百位行业知名实战专家组成的庞大评审团。通过线上评审、线下终审、金奖答辩等严谨规范的评审流程，为行业遴选和记录年度优质案例，专注市场营销的前沿趋势，展示业界先进的理念与观点，引领行业未来的方向。
In the just-announced 13th Tiger Roar Awards, AXA’s integrated marketing communication campaign “AXA Confident Family” won the 2022 Tiger Roar Award for Excellence in the category of finance and insurance. This prestigious award in the marketing industry once again demonstrates AXA’s comprehensive and advanced marketing concept, and is a testament to our breakthrough attitude that is customer-centric, continuously promotes digital transformation and pushes different types of insurance scenarios based on consumer needs. This attitude resonates with our customers at multiple emotional levels, and further translates into our sales.
“AXA Confident Family” was released at the “Forum of Health Protection Solution for Chinese Households” hosted by AXA last June, and then further advertised across outdoor digital screens in core districts of major cities. Inspired by the typical structure and lifestyle of middle-to-high-end income families, this series of advertisements centered on a family of six distinct members, and demonstrated the advantages of multiple levels of insurance through a number of humorous family shorts. In order to maximize the coverage and influence of the brand’s IP and to emphasize the “confidence” aspect, we also launched the “Finding 100 Confident AXA Families” social media campaign. World-class winter sports athlete Nina Li, along with other fashion bloggers and brand managers acted as spokespeople, helping the campaign to attract a variety of participants that best embody the true appearance of a confident family.
With 1.1 billion unique views and 610,000 counts of social media interactions, “AXA Confident Family” not only delivered beautifully in numbers, but also exhibited lasting impact in subsequent user surveys: first mention rate of the brand increased by 125%, brand awareness increased by 33% and consumer purchase intention increased by 35%. It was these thoughtful and creative ideas and efforts to combine quality and effectiveness that made “AXA Confident Family” stand out from more than 4,000 participating campaigns. The jury panel, composed of experienced professionals in advertising, research institutions, communications and media, filtered and selected “AXA Confident Family” to become one of 416 finalists, making us a contender in the industry’s top 20%.
As one of the most important and prestigious awards in the domestic marketing communications industry, the Tiger Roar Awards has always been known for its independent and rigorous judging, and for its huge jury composed of more than 600 well-known industry experts. Through rigorous and standardized review processes such as an initial online review, final offline review, and defense Q&As, annual high-quality industry campaigns are selected and recorded and cutting-edge trends in marketing are highlighted, demonstrating advanced concepts and viewpoints that will lead industries forward into the future.