AXA, a stable offer in an unstable financial world.All media had one single message; AXA provides stability.For the outdoor media, next to several classic campaigns we developed an outdoor stunt version.The idea was to make a card house out of abribus frames.This resulted in a 3 story high structure that was placed in the main hall of the Brussels Central Station. When using solid abribus frames instead of unstable cards, AXA emphasized their stable offer & brand strategy.This holistic approach was visible during 2 weeks.

The strategy of not focusing on the return but on the stability worked; the financial crisis was at its highest level and people wanted a thrustworthy and stable partner.The AXA communication was visible only during this unstable period.

The objective was to increase deposits:Within a week after the first media visibility, the deposits on the account doubled.