AXA
_ACCUMULATOR
ADVERTISING
Copywriting | Creative Strategy
The Investment Formula that Keeps
your Lifestyle, Young.
AXA
CONTEXT
Investment products are traditionally targeted at men, as women often pay less attention to this category. The goal was to break this pattern by creating a financial product that captured women's attention in an untapped territory.
APPROACH
Challenging the conventional approach to financial products, by packaging the offer a beauty product and promote it beyond the usual financial media outlets, making it more relatable and engaging for the new target audience. Leaflets would be distributed in face cream sample packaging, and the video direction would follow the feel inspired in cosmetics, while being loyal to AXA brand guidelines.
CONCEPT
Built on the phrase "no worries," which in Portuguese translates into "no wrinkles." which inspired the headline: "Lifting? Not a chance. I did Accumulator." An investment product with high profitability and low risk, offering profits every five years to enjoy while still young.
The campaign included both feminine and masculine variations, featuring a well-known couple: Portuguese actor Paulo Pires and Austrian model Astrid Werdnig. It was rolled out across TV, radio, print, POS, and collateral materials.
packing this offer as a beauty product and placing it beyond the financial specialised media.
