AXA advert

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Sat 28 Aug 2010 14:22
AXA advert - primeradriver

What exactly are they trying to say?

"sick of aggressive drivers trying to get you out of the way -- considerate drivers get a big discount on car insurance -- aggressive ones don't".

So -- "aggressive" drivers have automatically had accidents, and the "considerate" ones (who evidently hold people back on motorways) haven't? Drivers who sit on the right-hand lane at 68mph (which is the only bunch that seem to fit the profile on the ad) are the drivers they're after?

I just don't get the ad -- they seem to be openly encouraging one type of bad driver over another to join their service with the promise of higher no-claims, presumably with the implied promise that if aggressive man does finally lose the rag, they're protected.

Eh?

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Mon 30 Aug 2010 18:49
AXA advert - RichardS

I can't comment on the 'understandability' of the advert but AXA are deliberately targeting mature drivers with a safe driving record as they perceive these as being the lowest risk and thus the most profitable.

How successful these adverts are is another matter.

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Tue 31 Aug 2010 13:21
AXA advert - Reentrant

... AXA are deliberately targeting mature drivers with a safe driving record as they perceive these as being the lowest risk and thus the most profitable.

But insurance companies' actuaries work out the risk for each group and then charge a premium related to the risk. All driver groups should - on average- be equally profitable.

You increase profit by increasing market share - they might just as well target the boy-racer market.

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Tue 31 Aug 2010 13:59
AXA advert - primeradriver

Thing is though, surely a computer system cannot distiguish between a 45-year-old professional Mondeo owner who sticks to the speed limits, drives properly and has 15 years no-claims, vs one who, despite being aggressive and drives everywhere at 110mph has a similarly unblemished record, or indeed a third driver who is a mimsing idiot, drives in the outside lane at 55mph all the time, and has never had an accident but "has seen hundreds".

The advert seems to be relying on pure prejudice. I know it is only a commercial, but it's a rotten one.

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Wed 1 Sep 2010 14:41
AXA advert - RichardS

Volatility of the generated profits is the key. Less risky drivers implies steady and less volatile returns (it's also easier to determine the risk premium).

Edited by RichardS on 01/09/2010 at 14:42

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Mon 30 Aug 2010 20:50
AXA advert - Ben 10

Primera,

"Calm Down Dear, its only a commercial"

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Tue 31 Aug 2010 14:24
AXA advert - madf

"Statistics prove" that one claim is usually followed by others...

Anyone who listens to adverts - or reads them - or posts about them - shows they fall into the category of people who eiether:

are easily persuaded

or

have an intolerance of adverts (so why read them?)

or

are simple minded... :-)

Adverts are a thing to glance at once: and laugh at the very good ones..Russ Abbott anyone?

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Tue 31 Aug 2010 14:26
AXA advert - primeradriver

So why are you posting then ;)

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Tue 31 Aug 2010 14:52
AXA advert - Armstrong Sid
The fact that this debate is happening on this forum is proof that advertising works.

The main aim of advertising is to get your product noticed. All publicity is good publicity, even that which might seem negative. Brand awareness is all they care about, and they've certainly achieved that here.

They want to get their product firmly entrenched in your brain. Doesn't matter what your opinion is of that product, they just want the word-association thing to operate so that when you think of insurance the next word that comes to mind is 'Axa"

(And yes, I can guess what the next word is after that, but they won't care)
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Tue 31 Aug 2010 19:58
AXA advert - madf

So why are you posting then ;)

Why am I posting?

Who can resist the chance to stir people up - just a little...?

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Tue 31 Aug 2010 20:50
AXA advert - primeradriver

Sid -- Very true -- although it must be said that it wouldn't make me any more or less interested in their product in any case -- I'm one of those who asks the questions: "are you cheapest?", and "are you going to give me a pile of cashback through Quidco to sweeten the deal?" -- and takes it from there. So advertising of this type is kind of irrelevant :)

But the advert was prominent so it succeeds from that perspective, even if it did leave me saying "errr, what are you offering exactly?".

madf -- I know your game :)

Edited by primeradriver on 31/08/2010 at 20:51

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