In five online adventures, AXA-Xperience leads the visitor to the AXA Colonia-Website into a world of adventure associated with the TV campaign being run on behalf of the Cologne-based insurance company. The aim is to collect points during a hot-air-balloon trip round the world, to escape the small everyday misfortunes lying in wait in the "House of Mystery" and to make sure of a soft landing when jumping into the magic net. Whoever also successfully completes the "Journey without End" and buys the right shares and chooses the right friends during the "Journey with the Time Machine", can enter all the keywords learned during the game into an online database in order to take part in an attractive prize draw. As entertainment element within the AXA-Colonia Internet presence, AXA Xperience is aimed at awakening the interest of additional visitors in the company's insurance offering. Linking the games element with AXA-Colonia's product portfolio is intended to increase the familiarity of the products and lead to direct engagement with what is on offer.