Axa Insurance Promo, Case study EL TALISMÁN by Arrechedera Claverol Mexico, Kansei Lab

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Industry Insurance
Media Promo & PR, Case study
Market Mexico
Agency Arrechedera Claverol Mexico
Senior Art Director Eugenio Aranguena
Copywriter Elena Benitez, Rogelio Cortez
Agency Kansei Lab
Senior Art Director Eugenio Aranguena
Copywriter Elena Benitez, Rogelio Cortez
Released May 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: AXA SEGUROS
Product/Service: INSURANCE
Date of First Appearance: May 11 2010
Entrant Company: ARRECHEDERA CLAVEROL, Mexico City, MEXICO
Entry URL:
CEO AXA Mexico: Xavier de Bellefon (AXA Seguros)
VP Marketing: Héctor Rode (AXA Seguros)
Directora de Comunicación y Relaciones Institucionales: Madelaine Girod (AXA Seguros)
Director de Marketing: Javier García de Quevedo (AXA Seguros)
Subdirector Relaciones Públicas y Publicidad: Alfonso Díaz (AXA Seguros)
Partner: Sebastián Arrechedera (Arrechedera Claverol)
Partner: Juan Claverol (Arrechedera Claverol)
Director General: Matías Rigali (Arrechedera Claverol)
Directora de Cuentas: Fabiana Marín (Arrechedera Claverol)
Supervisora de Cuentas: Susana Bigler (Arrechedera Claverol)
Director General Creativo: Eugenio Arangüena (Arrechedera Claverol)
Directora Creativa: Rocío Cuadra (Arrechedera Claverol)
Directora de Producción: Aída Garatea (Arrechedera Claverol)
Copy: Elena Benítez (Arrechedera Claverol)
Copy: Rogelio Cortéz (Arrechedera Claverol)
Director de Arte: Gerardo Gómez (Arrechedera Claverol)
Owner: Nelson Maldonado (Kansei Lab)
Directora de Cuentas: Mónica Contreras (Kansei Lab)
Director de Arte: Victor Castañeda (Kansei Lab)
Directora de Cuentas: Nuvia López (Media Planning)
Media placement: Web Serie - 12th Episodes - - May 11th, 2010

Insights, Strategy & the Idea
1. One million visits to, increase traffic to up to 10% during the World Cup. Increase 1 point of Brand Awareness.
2. Young adults, loyal to the Mexican National Soccer team were targeted. Their relationship with our brand was not that solid, because up to that date, AXA had been on the market for merely two years.
3. Mexico has never won the World Cup and their fans have been waiting for this to happen for many years. With the help of AXA and The Talisman, Mexico wins the World Cup for the first time.
4. With a small budget at a time where big brands were investing a lot of money, AXA reached approximately 1,868,000 unique visitors with an average exposure of 26 minutes each.

Creative Execution

1. The World Cup was near, and AXA wanted to be part of it without spending a big budget. We developed “El Talisman”, a 12 episodes web series, launched exactly one month before the opening match against South Africa..
“El Talisman” tells the story of Alvaro Vega, an AXA insurance agent that changes the destiny of the National Soccer Team. When something awful happens to him, Mexico wins, and viceversa.
Fortunately, AXA is always there to help every time he has an accident.

2. All the efforts we made went to generating traffic to the website and viralizing “El Talisman”. Outdoor, BTL actions, PR, Social media, a strong banners campaign and a premiere helped us to reach our goal before the 12 episodes were broadcasted.

Results and Effectiveness
Brand awareness increased by 2 points.
Unique visitors: 1,868,000
More than 140 mentions in different news sections such as business, marketing, show business, technology, sports, etc. All this, worth more than $4,800,000 in media value.
Expansion, the most important business magazine in Mexico, awarded “El Talisman” as one of the 12 most relevant marketing actions in 2010.
The episodes were seen in more than 75 countries.
“El Talisman” became the #30 YouTube channel worldwide, and #2 in Mexico of all time.