1. The World Cup was near, and AXA wanted to be part of it without spending a big budget. We developed “El Talisman”, a 12 episode web series, launched exactly one month before the opening match against South Africa.“El Talisman” tells the story of Alvaro Vega, an AXA insurance agent that changes the destiny of the National Soccer Team. When something awful happens to him, Mexico wins, and vice versa.

Fortunately, AXA is always there to help every time he has an accident.

2. All the efforts we made went to generating traffic to the website and viralizing “El Talisman”. Outdoor, BTL actions, PR, Social media, a strong banners campaign and a premiere helped us to reach our goal before the 12 episodes were broadcasted.

Brand awareness increased by 2 points.

Unique visitors: 1,868,000 More than 140 mentions in different news sections such as business, marketing, show business, technology, sports, etc. All this, worth more than $4,800,000 in media value.

Expansion, the most important business magazine in Mexico, awarded “El Talisman” as one of the 12 most relevant marketing actions in 2010.

The episodes were seen in more than 75 countries.

“El Talisman” became the #30 YouTube channel worldwide, and #2 in Mexico of all time.