Global Agency Awards 2020 - Book of the Night

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Best Global Campaign OBAN INTERNATIONAL & AXA Global Healthcare - Selling health insurance and peace of mind to expats SUMMARY


AXA - Global Healthcare provides expats with private medical insurance and peace of mind.

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AXA and Oban are rightly proud of this campaign which ran in 141 countries and comprised worldwide always on PPC, generation and localisation of website content and technical SEO. Our targets for FY 19/20 were to deliver a third more organic traffic and reduce the CPA by 25%. However, new complex compliance regulations brought in on the back of Brexit, IDD and more were threatening to destroy our existing highly successful campaign. We took the opportunity to get back to basics and challenge everything we were doing. Through meticulous attention to detail, hyper granular planning, an innovative restructure and improved timeliness of response we smashed our targets. In the previous year we had reduced the CPA from £137 to £65. By the end of March 2020, we were delivering £18 CPA and 68% more organic traffic, with as many leads as the client could service. We would be thrilled for a global campaign in a highly regulated sector with complex global rules to win - for outstanding results, delivered through meticulous planning and implementation and sheer hard work.

JUDGES’ COMMENTS The judges commented that this was a truly global camapign and given the budget and the amount of time they had demonstrated some fantastic results.The entry was well detailed and showed a solid concept being well executed.

Oban International & AXA Global Healthcare – Selling health insurance and peace of mind to expats The Think Tank Asendia 7 Destinations