Management
 Liability
 Policy 
launch 
campaign for by AXA Commercial, by Columns

Summary

In a saturated and competitive market, AXA needed to seek new, profitable business lines to claim market leadership and develop a sustainable growth strategy against competitors.

In March 2011, AXA Commercial launched their first product in 10 years – Management Liability Policy. As a new product area for AXA and its broker network, education and ensuring marketing penetration were key objectives. In a busy insurance market, the creative needed to stand out but also, the messaging and product benefits had to be clear and succinct.

A launch event for key brokers was held at the Savoy Hotel, followed by an integrated two-month launch campaign. This included:

 - A broker brochure pack 

 - Nine industry specific inserts 

 - Product comparison chart

 - Launch emails

 - Targeted banner 

 - Print and online advertising in titles including Insurance Times and Post Magazine

 - Online advertising 

 - YouTube videos 

 - Flickr to promote the launch event.