AXA, one of the largest global insurers, recognised that the first days in a new business can feel cold and impersonal, with new starters often having to complete hours of compulsory regulatory training.
Axa case study
The Brief
AXA wanted to reimagine the onboarding process and remove the impersonal nature associated with the first day of starting a new role. They wanted to achieve this by designing engaging welcome packs that would create a positive and memorable experience among their new starters.
Global Insurer
The Limelight Solution
Limelight worked closely with AXA to create the AXA Hello pack– a week-long onboarding experience to help people get to know the company culture and engage with the business from the start.

Limelight played a crucial role in conceptualising the contents of the pack. With our industry expertise, we assisted AXA in selecting the right products that would help new starters settle in.

In handling the logistics, our team assembled and ensured packs are distributed timely to new starters allowing them to experience the unique Axa culture from the get-go.
The Result
New starters received a welcome pack at their home with five gifts to be opened each day of their first week. The gifts included a mood lamp speaker (to show a supportive culture); a notebook (encouraging them to note their wellbeing needs); some funky socks (reflecting AXA’s commitment to welcoming difference); a desktop plant (to nurture their ambitions); and aromatherapy (to help them relax and focus on wellbeing).

The packaging included a QR code that took colleagues to a unique digital experience bringing that cultural pillar to life.

Over the first six months the company delivered almost 900 packs, with 886 visitors to the digital experience, and 85,000+ engagements about the pack on social media. Seventy-three percent of new joiners were thrilled to receive the pack; 61% said the content was useful or very useful; and 58% said they felt closer to the AXA brand and purpose.

We’re pleased to announce that this Pack won the ‘best offline communication’ award at The RAD Awards 2023.
“The team at Limelight are professional, detailed and always anticipating our business needs. The merchandise they provide is always superb quality with a fair price. It is an absolute pleasure working with Limelight and I would highly recommend them to anyone.”
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