The main challenge was communicating the variety of 100 different insurance solutions by AXA. Our key objective was to show that in AXA’s enormous portfolio everybody can find the perfect insurance package for their individual needs.

Our calendar with its 365 different visuals was a clever way to demonstrate AXA’s huge range of insurance products and to show that AXA covers almost every possible incident. Letting the users cause the different types of damages by themselves is not only more entertaining than a usual insurance brochure but also puts emphasis on how fast unfortunate coincidences can happen and how easy it is to be perfectly covered.

By targeting existing customers we’ve provided a daily brand-customer-interaction throughout the whole year with the calender. That way, we didn’t aim at short-term reactions but at a long-term raise of the cross-selling-rate over the year (by showing the huge range of different insurance products). That being said, AXA already raised its cross-selling-rate by 8% in switzerland in the first quarter of 2014.