AXA 2019-2020 CSR CAMPAIGNPrepared by ZenoMar. 19, 2019
•Strategic Context•Story-telling Campaign•Media Plan•AppendixContents in Today’s Proposal
What ‘CAUSE’ should we choose?3
4CSR LandscapeOne-off EventAIA’s take on health and wellness through the music run that calls on people to enjoy physical movementDonation DriveTaikang sets up donation program to support public nursing homes and bring happier lives to more eldersFinancial SupportPingan actively involved in villages’ poverty alleviation, including healthcare, education, etc.
5What we can learnRoute 1Information LeadRoute 2ONE-OFFACTIVITYRoute 3DONATION-DRIVENKey Watch-outsConsider having a platform that we can continually build and ownMore than just information, provide a POV, make a stand. Donation drive are now everywhere, need to make it engaging to get their attention and dollars.
People do not buy goods & services. They buy relations, stories, and magic. Seth Godin6
7Source: The role of emotions in buying health insurance, McKinsey & CompanyPositivity is a key driving emotion in the purchase of an insurance policy. Fear marketing turns off conversations.What drives satisfaction in health insuranceGives me peace of mindProvides me with the coverage I expectedOffers a plan that meets my needs32%18%14%
Strategically focus on childhood obesity over diabetes or cancer•The Future Looks Fat: The issue of obesity will be topical and relatable to a broader consumer base•Obesity is a broader platform: Allows us wider scope to talk about other diseases. •Relevant to Our Target: Allows us to move from a reminder of sickness to lifestyle empowerment and action. 8
China is on track to have the greatest number of overweight children aged 5 to 17.9 years by 2025. (World Obesity Federation)The Future Looks Fat200 Million obese children - the world’s biggest
“An early onset of obesity is likely to translate into a high cumulative incidence of type 2 diabetes, hypertension, and chronic kidney disease.”Edward Gregg, a diabetes expert with the US Centres for Disease Control and Prevention•Less physical movement•Higher academic demands means less time for play•Unhealthy diets
Obesity is the mother of a lot of preventable diseasesA platform that we can use to expand content and activation. Fatty LiverImpaired Glucose IntoleranceDiabetesHypertension
12Mother Knows Best…Source: 《母亲节保险大数据》，互联网保险第三方平台慧择网 ; CMMSHalf our Moms56.2% of Insurance consumers are moms who aged 30-39 years65% of moms choose to buy insurance for their children and themselves at the same time.They buy insurance for their child aged 0-3 years.She decides…• Obesity will be more relatable and topical for her and her child. • Peace-of-mind purchase • Any follow-up communication with her will get her more engaged as this appeals to a lifestyle & prevention mindset.
CSR - More than A Marketing Strategy13But T...
