AXA Campaign HB Zurich

A change of perspective is intended to sensitize drivers to the dangers to which children are exposed in road traffic.

The centerpiece of the "Bigger than expected - experience the way to school like a child" campaign was a three-day attention-grabbing experience event at Zurich's main train station. For this period, an elaborately designed oversized replica of a traffic situation was erected in the station concourse. Complete with pedestrian crossing, traffic signs and a gigantic car as centerpiece. This made even the biggest adult take on the perspective of a child.

The making-of video

Image material: made Marketing, VAS Promotion

Concept

Together with Publicis Zurich, we were able to develop and implement the concept for AXA's three-day appearance at Zurich's main train station. The open area of 300 square meters, accessible from all sides, was divided into two zones.

The oversized traffic situation impressed with the car factor 1.6, as well as crosswalks, traffic lights, traffic island with bollards and other road users such as scooters, bicycles and Vespa in XXL.
The idea here was for adults to feel like a child (approx. 1st grade) in order to recreate how big the road traffic affects them and what dangers this can hold.
The digital photo activation with the XXL car enabled participants to take home a souvenir of the campaign.

The GIFs shot were integrated into the campaign on the same day by playing on DOOH spaces around the main train station and other train stations.

In the encounter zone, which is modeled on a (car-free) neighborhood street, the message of the campaign was cemented with additional instruments:

• Reaction test with Max the Badger (Development made Marketing)

• VR goggles with various dangerous situations from a child's perspective (provided by the city of Zurich).

• A market research study on the topic of parent cabs (conducted by AXA)

To underpin the mood of a meeting zone, street coffee style seating, park benches, pennants, trees were set up. Ice cream was also distributed.

Gamification
Experiential gamification is a playful way of bringing a learning or advertising message to the target audience. The digital reaction game, which we developed especially for this prevention campaign, we wanted to branch out how and why children react differently in road traffic. The starting point was the widely used game "Pong", which was first played in adult mode, then in children's mode. The children's mode was characterized by three additional difficulties: The reactivity of the beam slowed down, the field of view decreased and flying balls simulated the distraction, which has a stronger effect on children. In this way, the players were made aware of the difficulties and dangers that children face in road traffic.

Implementation:

• Consulting
• Concept
• Project coordination
• Game concept and development
• Concept car and XXL street situation (implementation by Atelier Melchior)
• Coordination with SBB
• Planning Implementation Campaign HB
• Assembly and disassembly
  
  Assembly time lapse