A country that lives in several languages
Luxembourg has three administrative languages, and a large share of its residents speak others every day. A campaign limited to the administrative languages leaves part of the audience aside.
AXA Luxembourg: a home insurance campaign in 20 languages
Your world, your language, your insurance.
Click-through rates of up to 12% in some languages.
AXA Luxembourg entrusted us with a home insurance campaign that speaks to each resident in their own language. The campaign, named in French « Votre monde, votre langue, votre assurance » (Your world, your language, your insurance), ran from May to September 2024. It was produced in 20 languages, a scope sized to cover 95% of the country's resident population, and delivered in 40 countries. Generative AI tailors the messages to each language and each audience segment, and click-through rates reached up to 12% in some languages.
Client: AXA Luxembourg, insurance, Luxembourg.
Assignment: multilingual digital campaign for home insurance.
Campaign: « Votre monde, votre langue, votre assurance », designed by AIxH.
Period and delivery: May to September 2024, 20 languages, 40 countries.
AIxH services: Digital advertising and Content & Social media.
Starting point
Why a campaign in 20 languages?
A scope calculated on the population
The 20 languages were chosen to cover 95% of the resident population, from the administrative languages to the smaller languages spoken by certain communities settled in Luxembourg.
Method
How were the messages adapted?
Languages
Home insurance content in 20 languages
The campaign content was produced in each of the 20 languages chosen, so that each resident discovers the home insurance offer in the language they use.
Personalisation
Generative AI, by language and by segment
Generative AI tailors the messages to each language and each audience segment. This work follows the way we run every project: AI produces, a human steers and validates.
Delivery
40 countries, including future residents' home countries
From May to September 2024, the campaign was delivered in 40 countries. It addressed Luxembourg residents and people who were about to settle there, targeted in their country of origin.
It totalled millions of impressions.
Read our analysis: reaching beyond the border on social media →
Result
What was measured?
Click-through rate
Click-through rates of up to 12% in some languages
The click-through rate is the share of people who click on an ad after seeing it.
Scope
What this figure measures
It is a maximum, observed in some languages. It does not correspond to the campaign average.
It does not describe AXA Luxembourg's business activity.
Contact
Let's talk about your multilingual campaigns
Tell us which audiences you want to reach and the languages you communicate in today. A first conversation is enough to frame the scope of a campaign.
Talk about your campaigns →