Assai and Axa Winterthur: Recruiting young people with hugs
The Zurich advertising agency Assai is designing a cross-media campaign for the household insurance "Box" for the insurance group Axa Winterthur. With an online game and -game, the insurance is to be introduced to a young target group in a playful way.
Axa-Winterthur has hired Assai, an agency belonging to the Wirz Group, for its latest "Box" household insurance campaign. The campaign includes interactive streaming ads on the Internet, advertisements and editorial contributions. At the center is a microsite that can be accessed on Axa Winterthur's website. Under the slogan, "You love it. We insure it." the young target audience is to be playfully involved and convinced of "Box" with an online competition.
In this competition, participants film or photograph a hug that is as original as possible and upload the result to the microsite. They then collect as many votes as possible. The online game "Hugman" also focuses on hugging objects.
Assai is responsible for the conception, realization and production of all advertising media as well as online media strategy and planning. The ad campaign was planned by Initiative Media Western.
In this competition, participants film or photograph a hug that is as original as possible and upload the result to the microsite. They then collect as many votes as possible. The online game "Hugman" also focuses on hugging objects.
Assai is responsible for the conception, realization and production of all advertising media as well as online media strategy and planning. The ad campaign was planned by Initiative Media Western.
