AXA Challenges Young Belgian to Complete a Cashless Journey to Hawaii

Axa, Going to Like by Likes

Belgian bank AXA had just launched the Maxi prepaid MasterCard, a new credit card for designed young people. Users can’t exceed their credit limit and the card can be recharged from anywhere by parents. To demonstrate that the card is perfect for young people traveling abroad AXA created the ‘Going to Like By Likes’ challenge.

Cédric, a young man from Brussels was selected from over 200 candidates to complete. His mission was to travel from Brussels airport to Like Place in Hawaii as fast as he could, using just the Maxi prepaid card. The card started with a zero balance, and for every ‘Like’ Cédric received on the Going to Like Facebook page.

Cédric’s first challenge was to get 700 likes in 3 days in order to make it New York City. Once in the US he faced challenges beginning with trying to score a touchdown against the Harlem Gators, a team in the the Five Star Football League.

From there Cédric had to spend a night in the woods near where the Blair Witch Project was filmed, to the Big Texan Steak Ranch near Amarillo, home of the 72 oz steak challenge (he came up short and lost 72 credits on his card), to finding a bride for a quickie marriage in Las Vegas.

The campaign was put together by Duval Guillaume Modem.


TNT Stuns Quiet Belgian Town With ‘Dramatic’ Launch Promotion

TNT Benelux - Push to Add DramaDo Belgians need more action and drama in their lives? Beyond the tasty waffles, chocolate and beer, we should remember that Belgium is also home to ‘The Muscles from Brussels’ himself, action star, Jean Claude Van Damme.

Mr. Van Damme aside, Turner Broadcasting has graciously stepped in to ‘increase’ the drama and action in the lives of Belgians (at least on their TVs) with the launch of TNT Benelux.

To promote the launch of the new channel, TNT placed to a large red button in the middle of a quiet town square. Above it hung a sign that read “Push to add drama”. Once the button gets pressed, all hell breaks loose. As residents watched in shock (or is that confusion?), a bumbling ambulance crew drop their patient out of the back of the vehicle, triggering a bicycle accident, fight and then gun battle. And, don’t look at me, I have no idea how the motorcyclist in red lingerie or the football players fit into it all.

The video has definitely caught the imagination of people with over 6.5 million views on YouTube in less than 2 days.

The agency behind the campaign is Duval Guilamne. The same agency was behind the stunt for Carlsberg Beer where unsuspecting couples were directed into a biker-filled movie theatre.