IFAs needed to be in no doubt as to the positioning of this Bond, and its audience, so they would be able to communicate it to their clients.AXA also wanted to develop IFAs as a sales channel. The campaign was therefore designed to engage them and get talked about. Hence the simplicity and wit of the idea: "It's OK, you can come out now", and the innovative use of media.AXA used viral TV commercials for the first time. Creating TV commercials specifically for IFAs demonstrated AXA's commitment to them.

The £6m target was reached in just over 2 months. The number of customers was 36% above target, and the average premium was 61% above target.The campaign also increased the number of IFAs writing AXA business by over 100%; a critical measure of AXA's success in geting on the IFAs shopping list.Anecdotal feedback from channel managers at AXA is that this has been "the most talked-about marketing campaign to IFAs this year".