AXA want to get in front of their target audience, hairdressers, at one of the biggest UK hairdressing events in the calendar. However, as an insurance company it would be easy for them to blend into the background at a bustling event. After pitching against competitive agencies, I concept I developed was chosen to take forward for the event.

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The concept was themed around a break room, mimicking the moments salon owners take to tackle their admin tasks including purchasing business insurance. Attendees were lured in with the temptation of a vending machine competition. To enter, they had to chat to a stand rep and enter their contact details into an opt in data capture form. Free coffee and a comfy seating are was then used to give people a small break from the hustle and bustle of the busy event, giving reps the opportunity to chat and tell users about AXA's small business content with easy access using QR codes on a billboard.