Boost top-of-funnel awareness for travel insurance product
AXA, a leading insurance provider, used data-driven DOOH to promote travel insurance to Belgian travelers during the peak vacation planning season.
AXA needed to promote their travel insurance product to Belgian travelers during the peak vacation planning season. With most insurance purchases moving online, the challenge was to create awareness and drive web traffic at key moments in the travel preparation journey, targeting both primary (30-50 years) and secondary (18-30 years) audiences.
AXA deployed a data-driven DOOH campaign strategically designed around three key pillars: travel hub targeting near airports and high-speed train stations; travel preparation zones with strategic placement within 100m of sports retailers, travel agencies, and tourism offices; and high-dwell time locations in office buildings, movie theaters, and shopping centers.
The campaign combined mass awareness with targeted messaging to drive specific consumer actions. Nearly 2 million contacts were achieved with strong presence in premium travel-related locations, efficient cost per contact with targeted approach, and successful drive-to-web performance. In the insurance sector, trust and timing are crucial factors, and DOOH proved an effective channel.
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