Client: AXA UK: ‘My Budget Day’

Woodreed on the case

Background to the brief

‘My Budget Day’ is AXA UK’s proposed national day to give everyone an hour out of their working day to sort out their personal finances, using their online budgeting tool. Woodreed launched this service to AXA UK’s employees, encouraging them to pledge an hour and try it out.

Our solution

Using the above the line ‘budget briefcase’ creative, we produced an eye-catching desk drop pack, delivered in a cardboard briefcase folder. This was supported by a monthly ‘Dear Deirdre’ cartoon casebook email, featuring messages designed to encourage people to use the online budget tool. Branded ‘budget pods’ were installed in all main AXA offices, allowing people to use the site in privacy.

An open and shut case

We achieved a successful roll-out to 13,000 employees, getting 9,167 hits on the microsite in the first two months - which continues to get over 200 hits per month.