Innovative AXA Travel Insurance campaign in collaboration with Škoda Auto

Thanks to the smart use of digital cards for Apple and Google Wallet, which established direct contact with customers, it achieved excellent results: a 3% click-through rate and a 20% conversion rate among users who saved the card to their phones.

AXA Partners CEE teamed up with Škoda Auto and used modern marketing tools to target potential travel insurance customers.

During the ski season, when many Škoda drivers travel abroad for winter sports, the joint campaign offered drivers an exclusive 55% discount on AXA travel insurance.

Škoda Auto had previously launched the Offers app, available to drivers with online infotainment systems directly in their vehicles. This app works as a digital coupon book that shows drivers discounts available to them based on their car’s location. These may include discounts on Škoda Auto products as well as other useful driver services, such as travel insurance. These offers can now also be viewed on the map within the MyŠkoda app if the partner has physical branches.

“We aim to bring our drivers added value, interesting tips, and discounts that make their travels even more enjoyable. An exclusive travel insurance discount makes sense, and based on the usage numbers, we can say it was relevant for our drivers.”
— Jan Fatura, Business Owner of the Offers app

The Offers app can direct users to a website or send them a discount code via email, but in this case, a third option was used: interactive digital cards from Yourpass. These digital cards are available for Apple and Google Wallet and allow customers to always have all relevant information about their insurance on hand. After scanning a code in the app, drivers saved the card to their mobile wallet, which they then used to purchase insurance. This solution has the advantage of allowing card updates, sending notifications, and maintaining direct communication with the customer.

The campaign was supported by multiple communication channels, including in-car presence, email, and social media.

In total, the campaign generated nearly 400,000 impressions in the Czech Republic, Slovakia, and Germany, with a 3% click-through rate to the landing page. More than 20% of customers who added the card to their Apple or Google Wallet purchased insurance during the campaign. Further purchases followed after the campaign ended, thanks to the ability to directly communicate with users of the digital cards.

“Based on the success of the pilot phase, we decided to continue the campaign and offer drivers the option to purchase travel insurance for their summer journeys as well,”
— Petra Kamenická Kotalová (Head of E-commerce & Marketing CEE, AXA Partners CEE)

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