I worked on developing a campaign to promote Axa Travel Insurance among Millennials with five other students, which we then pitched to various industry professionals. For this campaign, I wanted to develop my skills and show versatility and therefore volunteered to stray from my usual copywriting and creative role within the group, to do research for the campaign. I therefore analysed data from social media for Axa and the brands’ competitors, worked out the costing for the campaign and made the final pitch deck. I used Cision as a platform to gain useful contacts and analyse articles written about both Axa and travel insurance in general to assess the overall sentiment people tended to feel towards travel insurance. As a result of this research, we developed a print campaign and pitched an event which we felt would help to promote Axa and change the negative perceptions that Millennials tend to feel towards travel insurance.   

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The campaign revolved around the idea that `sh*t happens`. With this concept we decided to promote Axa by encouraging Millennials to visit an Axa themed escape room in London. The pop-up escape room would be free and visitors would have to work their way out of typical situations which might happen on holiday, without the use of travel insurance. Eg. cancelled flights, injuries etc. The desired outcome would result in the target audience realising that each situation is very difficult/impossible to resolve without travel insurance. To promote the escape room, I researched relevant journalists, YouTubers and celebrities to invite to the exclusive opening event. The aim of the opening event would be to gain as much publicity for Axa as possible. However, the escape room would also be advertised via comic strips on social media and in The Metro (both of these being platforms that the target audience would be likely to engage with). These are the comic strips that we designed to advertise the escape room.