A little background
The strategy was straight-forward:
- Launch an event that would really capture the imagination of our target audience;
- Engage with this audience and raise the profile of AXA as an employer of young people;
- Build a database of highly-engaged, AXA-aware young people across the world;
- Invite applications to the Global Graduate Program.
The resulting competition was the Great Global Adventure by AXA. By offering the most desirable prize in graduate recruitment history – a 12 month all expenses paid world trip including two internships and a place on an AXA volunteering project – AXA would create something fun and disruptive that really got their target audience talking.