AXA's Digital budget campaign created by E3
To support its second ‘My Budget Day’ campaign designed to encourage people to take control of their finances by insurance company AXA, an online campaign was created by E3.
The Bristol based digital agency was tasked with developing the online campaign which centred around a microsite which was promoted through the use of interactive flash adverts.
The online activity was seen as being fundamental to the aim of positioning AXA within the marketplace as leading the financial education debate and helping consumers to overcome their apathy when it comes to financial planning.
The site also provided tools for employers to use with its employees to allow them to sort out their finances in the workplace, with the view to achieving increased productivity and to reduce absence from work due to money worries.
Functionality from the site was linked to the interactive ads as financial confessions can be added to the site by inputting content directly via the ads. Users will then be directed to the site to compare confessions.
Sonia Carter, AXA Online communications manager, explained: “The main objective of the campaign is to help people kick-start their financial planning habit by providing them with all the basic tools to help them get started, including a budget planner and pensions calculator as well as information about debt, savings and retirement planning. We wanted the site to be easy to navigate by using key life stages to direct visitors to the appropriate tool and the simple steps should ally fears and make financial planning seem less daunting.”