Client: AXA UK: 'AXA Stars'

Gonna make you a Star!

The background to the brief

The AXA Group were re-launching their brand. A new ad campaign was being developed featuring actual AXA employees. We needed to encourage employees to audition for a part in the ads and launch the new AXA brand strategy internally.

Our solution

A five star internal campaign was created to ensure no-one missed the message that we were on the hunt for our new ‘AXA Stars’. This included staging ‘The Première’, an event to showcase the new AXA Stars advertising, complete with red carpets, ropes and paparazzi.

A gold star for Woodreed

750 staff auditioned for the chance to star in the ads. 28% attended one of the events vs. client expectations of 12%.