Promote AXA’s new approach to insurance and customer service and re-gain the trust of the consumer

Objective: Increase consumer consideration for the AXA brand across its business portfolio - Home Insurance, Healthcare and Protection

Challenge: Communicate to a cynical public, whose confidence in the insurance financial services industry has been rocked by the recession

Creative Solution: Establish the red line as a symbol of AXA's intent to redefine standards in the world of finance and insurance through its products

Media: TV, Print, On-line (Standard & Rich Media), Outdoor - Central Line takeover (tube card panel & cross track domination, digital escalator panels & silver-centres)

Results: 7% increase in "top three of mind" awareness, 65% increase in quotes requested