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Going to Like by Likes

AXA - Maxi Prepaid Card - Facebook

Issue 24 | September 2012

Agency

Duval Guillaume Modem

Creative Team

Creative Directors: Geoffrey Hantson & Katrien Bottez Creatives: Niels Sienaert & Tim Schoenmaeckers

Production Team

Production Company: TRS Executive producers: Mitchel Elsen & Frederik Zaman Director: Jan Boon Online production: The Parking Lot

Other Credits

Account manager: Annelien Orbie

Date

June 2012

Background

AXA Bank Belgium had a new debit card for young people: the Maxi Prepaid Card.

It was a card that did not allow young people to exceed their credit limit but did allow them, or their parents, to top it up from a distance.

This made the Maxi Prepaid Card not just perfect for online shopping but also for travelling safely anywhere in the world.

Idea

AXA did not want to seem as if they were simply making promises. Young people need convincing of the real advantages of the Maxi Prepaid Card for people like them.

So the idea was to send a young guy all the way from Brussels to Like Place, which is a little spot on the island of Hawaii, with seven tasks to complete along the way.

200 young hopefuls applied. Cédric got the job.

All he had with him were a couple of tee-shirts and a Maxi Prepaid Card.

People could follow his journey on his facebook timeline on www.facebook.com/goingtolike. For every ‘like’ on a video, picture or post, Cédric received 1 dollar on his maxi prepaid card.

With the money he earned from the ‘likes’, he could travel on to his next destination, where another challenge awaited.

Luckily for Cédric, he got a lot of ‘likes’. So he never ran out of money. More and more people started to follow Cédric, even the media.

In only two weeks, he got all the way to Like Place, Hawaii. And he even had some credit left on his Maxi Prepaid Card to have some fun there.

Results

In total Cédric received 27,488 likes and he got 19,718 video views.

1,025,412 people were reached in total, of whom 74% were in the target group of 18-34 year-olds.

68% of the audience talked about going to Like Place on facebook, against a benchmark of just 4%.

A high number of comments led to a 5.66% post engagement rate, where the benchmark was  fewer than 1%.

Our Thoughts

I remember an old Volvo ad from the sixties about going to Hell and back, Hell being a small town in Norway. And here’s the same idea but completely renovated for a new target audience and a new medium.

It’s a great demonstration of the product and a great demonstration of faith in the idea itself. I mean, imagine if Cédric hadn’t got any of the ‘likes’ predicted. He could still be stuck in some God-forsaken little hole near Milwaukee.