Title | INSURED LOSS CALENDAR |
Brand | AXA WINTERTHUR |
Product/Service | INSURANCES |
Category |
A01. FLAT MAILING |
Entrant Company
|
RED LION SWITZERLAND Zürich, SWITZERLAND
|
Advertising Agency
|
RED LION SWITZERLAND Zürich, SWITZERLAND
|
Credits
Thomas Wildberger |
Publicis/Red Lion |
Chief Creative Officer |
David Fischer |
Publicis/Red Lion |
Creative Director |
Jan Kempter |
Publicis/Red Lion |
Copywriter |
Marianne Zweifel |
Publicis/Red Lion |
Copywriter |
Daniel Ahrens |
Publicis/Red Lion |
Senior Art Director |
Raphael Graber |
Publicis/Red Lion |
Junior Art Director |
Hannah Zuettel |
Publicis/Red Lion |
Graphic Designer |
David Nyffenegger |
Publicis/Red Lion |
Graphic Designer |
Petra Buergisser |
Publicis/Red Lion |
Illustrator |
The Brief
Create a surprising give-away to advertise the wide range of products providing comprehensive financial security by AXA and remind their clients in a nonmoralizing but entertaining way that accidents and unfortunate coincidences can happen every day. In additon the measure should help the AXA-agents sell more insurance products.
Creative Execution
Our calendar with its 365 different visuals was a clever way to demonstrate AXA’s huge range of insurance products and to show that AXA covers almost every possible incident. Letting the users cause the different types of damages by themselves is not only more entertaining than a usual insurance brochure but also puts emphasis on how fast unfortunate coincidences can happen and how easy it is to be perfectly covered.
Describe the creative solution to the brief/objective.
We’ve created a calendar that lets the user cause a new type of damage every day by tearing off the page at its perforation. But the 365 misfortunes are no reason to panic: We immediately give the perfect insurance solution for every situation. It’s a surprising way to dramatize our key message: every day something can go wrong, but AXA will keep you protected. Thanks to 100 types of insurances.
Results
By targeting existing customers we’ve provided a daily brand-customer-interaction throughout the whole year with the calender. That way, we didn’t aim at short-term reactions but at a long-term raise of the cross-selling-rate over the year (by showing the huge range of different insurance products). That being said, AXA already raised its cross-selling-rate by 8% in switzerland in the first quarter of 2014