BC tip - AXA: Spotlight on editorial quality

A French insurance group’s online stories make excellent use of different editorial techniques to engage readers.

The Site

‘Spotlight’ is Axa’s online magazine, linked via the primary navigation on the French insurance group’s corporate website. Described as ‘a journal of ideas, experiences, and the people that make them’, Spotlight covers themes especially relevant to its customers, employees and jobseekers – protecting the environment, customer stories, the future of insurance and the future of work.

Within each section, image panels with teasers promote individual stories, with the invitation to ‘Read more’ or Discover more’, linking through to the full-page articles.

The Takeaway

Insurance companies are usually trying to dispel the idea that they are boring and old-fashioned. Axa’s Spotlight storytelling section helps counter this image by making excellent use of editorial techniques, including documentary photography, pulled quotes, embedded videos, data visualisations and subheadings that break up the text.

This makes the company's stories easy and enjoyable to read on screen. The responsive section provides an equally good experience on desktop or mobile. It also helps that AXA frames its stories within categories that are inherently interesting and relevant to its stakeholders, such as 'Future of Insurance' and 'A New Way to Work'.

https://www.axa.com/en/spotlight