Convince the existing customers of AXA Bank & Insurances that they are treated in a redefining way; other than the competition. Communicate the new AXA brand spirit to existing AXA-clients, in the same way as in film & outdoor.
We wrote a letter that explains how the bank & insurance industries work today. It is quite negative towards the readers (the customers).
In the end we ask the reader to remove the right part (including the negative copy) and re-read the letter. Suddenly the negative letter becomes a positive letter, explaining that AXA really treats customers in a redefining way, and invites the industry to do the same.
Thanks to this approach, AXA noticed a large increase in responses from their customers.
Creatie: Kristoff De Prins, Philippe Blondé. (@ Duval Guillaume)