AXA launched a new car insurance which guarantees a very easy handling. The objective was to generate awareness at a great press event that intoduced this new insurance. The task was to get journalist attention to attend the press event. Even jouranlists like to play. By producing a crashed toy car we were able to draw their attention as well as to show off what the new insurance is all about: a car insurance as easy as a child’s play. The surprising mailing already caused a lot of PR. From the adressed journalists, more than 90% attended the press conference.
Agency: Krieg Schulpp Buerge/Springer & Jacoby Zurich, Switserland.