We decided to confront small business owners with this reality through the most common incidents: fires, landslides, floods and civil damages. We recreated these incidents and placed them strategically where our main target would see them; the International Franchise Fair at the WTC of Mexico City as well as at other entrepreneurial fairs.

In only 5 days, more than 50,000 people became aware of the importance of insuring their small businesses. It resulted in Axa having a 129% increase in consultations.