AXA Experience Zone – City Defender
In May 2019, AXA Financial Indonesia launched two significant initiatives to strengthen its presence and commitment to customer protection: AXA Signature Link (ASL), a unit-linked insurance product, and the AXA Experience Zone, an innovative educational space designed to raise awareness about the importance of protection. The AXA Experience Zone, located in Kuningan City Mall, was specifically created to offer a unique, interactive way to educate the public about the value of insurance and protection through advanced technology and gamified experiences.
Objective
The primary objective of the AXA Experience Zone was to enhance public awareness of the importance of insurance and protection, particularly among younger audiences and families. AXA aimed to create an environment where visitors could learn about life risks in an engaging and interactive way, ultimately increasing their understanding and interest in insurance products.
Solution
To meet these objectives, AXA, in collaboration with Level Up powered by Agate, developed ‘City Defender,’ an action game that was a central feature of the AXA Experience Zone. The game was designed to be both entertaining and educational, where players would combat life risks such as bacteria, fire, and earthquakes.
Immersive Experience
‘City Defender’ featured photo-realistic visuals, a giant LED screen, and immersive sound effects, creating a highly engaging environment for players. The use of advanced technology, including Virtual Reality (VR) and Augmented Reality (AR), allowed players to step into a virtual world where they could actively participate in protecting a city from various threats.
Interactive Education through Play
The game was structured to educate players about the importance of protection in a fun and memorable way. By incorporating real-world risks into the gameplay, AXA was able to convey critical messages about insurance in a format that was accessible and enjoyable for all ages.
Result
The AXA Experience Zone, and specifically ‘City Defender,’ became the top attraction at Kuningan City Mall throughout 2019. The interactive and visually stunning experience drew significant attention and successfully increased public awareness about the importance of insurance and protection.
Increased Public Engagement
The innovative approach to education through gaming resulted in higher engagement levels from the younger audience and families, fulfilling AXA’s objective of making insurance education accessible and appealing.
Strengthened Brand Perception
The successful execution of the AXA Experience Zone reinforced AXA’s brand as an innovative and customer-focused company. By using advanced technology to educate the public, AXA demonstrated its commitment to leading the industry in both product offerings and customer engagement strategies.
Result
Gallery
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