"The most ambitious, innovative and involving event, ever embarked upon by AXA." CEO
Brand Engagement - AXA - Brand Engagement Events


Increase in annual employee engagement - 2pts over target


One-day brand engagement experiences for all 13,000 employees


Finger prints taken

AXA had the ambition to become the world’s most ‘trusted’ insurance brand, but the business needed an engagement programme that involved all employees in understanding what this meant, but also empowered them to make it happen.

The Challenge

AXA identified that customer service levels had to improve, fast, and with a newly appointed CEO also came a change in Leadership team, as well as a brand refresh. Having asked its customers, the business identified that “trust” was the most important factor when it came to choosing an insurance provider, and that advertising alone wouldn’t convince customers.

The Solution

AXA asked INVOLVE to design and deliver a long-term, brand engagement programme to truly embed the key behaviours of ‘trust’ in all their employees. At the heart of this programme was the Intensive Customer Experience – a 1 day brand experience for all employees, aimed at bringing the concept of ‘trust’ to life, creating alignment behind it and empowering them to make it a reality. Key components to the programme included:

  • Trust Trumps - Using AXA's customers segments to play a game of Top Trumps. Attendees played in teams and had to ask relevant questions to help them better understand each segment.

  • Customer Invasion - An intensive, 90 minute customer simulation that challenged the attendees to deliver an aligned, trusted brand experience to real life customers. Customers made phone calls, sent letters and turned up announced for meetings.

  • Caught or Dropped - The experience concluded with a live press conference from the customers, reflecting on how they were treated and whether they would remain an AXA customer.

The Results

13,000 AXA employees attended the Intensive Customer Experience, with many going on to voluntarily train new recruits using similar techniques from the experience. The programme also won a number of awards, recognised by both the IoIC and CBI.

Interested in this project? Contact Jerry today on
+44 (0) 20 7720 0105

Give Jerry a call to find out more about our work with AXA, or to discuss how INVOLVE can help your business.