The brief:

AXA UK asked us to consider how to use the wealth of consumer financial research they commission quarterly to generate high-profile media coverage and contribute to brand positioning of AXA as a major financial services player.

The activity:

Paratus created The AXA Big Money Index, a quarterly report providing an in-depth view of financial confidence, behaviour and attitudes with a unique, detailed focus on eight distinct demographic groups.

The first report found that:

• Up to 20 million consumers cut spending as a result of financial pessimism in the first quarter of 2011.
• One in five regrets some of their pre-recession financial decisions and are not confident investing in British shares.
• One in four consumers have used their savings in the last quarter in order to make ends meet.

Paratus wrote and designed the detailed report and hard-hitting news release and carried out all media relations activity targeting economics and personal finance journalists across the national newspapers, broadcasters, trade press, regionals and online.

The results:

Four national newspapers (The Guardian, The Sun, The Daily Telegraph, The Daily Mail) carried the story in both print and online editions.

BBC TV news and BBC Breakfast both ran stories and Sky News carried reports throughout the morning with a live interview with Eric Lhomond, AXA UK’s chief investment officer.

There has been extensive online and personal finance coverage, with significant additional blogger pick-up.

Media Slideshow: