Challenge: How do you attract people to find out more about (*yawn*) financial services? AXA wanted to tell people about its highly personalised plans through an online campaign. But in Hong Kong, the word 'personalised' has been so misused that it's meaningless.

Target: Web-savvy professionals, aged 25-35. They know that the right investments can take them places.

The Big Idea: "Life's a journey, be sure your shoes fit." Shoes are perfect metaphors for being prepared. It's about comfort and lifestyle. Shoes say a lot about the wearer.

We created a "fortune telling" banner that divines your personality and offers financial advice.