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.