The aim was to create image of AEGON as a consumer-friendly financial group with a clear offer without any hidden ‘tricks’. We choose ‘brandmark’ - visible layer ad users can close by clicking on "X" button. Most advertisers try to make "X" button as small as possible or make it almost invisible. This is very irritating for users. Our idea was to change disadvantage of brandmark to a strong advantage of the company. The message says "Even commercials we make thinking of you" and the "X" button enlarges; text changes to "Just simple rules. Check our offer." (AEGON - investments-insurance-pension)."