Our brief was clear: Our client wanted to discourage members who had not previously claimed from cancelling their private healthcare. As non-claimants they’d not have experienced first hand the exemplary service and care standards of PMI (private medical insurance) and so would need a reminder as to why they took their policy out in the first place.
Our solution Woodreed filmed employees, Health at Hand (24hr member helpline) staff and members reiterating very strongly the value of continuing cover and talking about their experiences of AXA PPP – how it made them feel safe and gave them peace of mind. We mixed this footage with general public vox pops and dramatized scenes (featuring AXA PPP employees as the stars) demonstrating the value of cover to a busy family and the risks of discontinuing.