Axa is one of the leading insurance companies in Mexico. It is very well known for its car, life and health insurance programs, but not as much for the insurance they offer to small business owners.

In a country where 95% of businesses are not insured, the challenge was big. We had to spread awareness to this particular target so they became aware that Axa offers insurance designed specially for their needs.

We decided to confront small business owners with this reality through the most common incidents: fires, landslides, floods and civil damages. We recreated these incidents and placed them strategically where our main target would see them; the International Franchise Fair at the WTC of Mexico City as well as at other entrepreneurial fairs.

In only 5 days, more than 50,000 people became aware of the importance of insuring their small businesses. It resulted in Axa having a 129% increase in consultations.