Rapier encourages investors with viral and print Axa work

Axa is attempting to coax cautious investors back to stockmarket investment with a print and viral campaign by the integrated agency Rapier.

The campaign supports the Active Protector product, an investment fund designed to suit the needs of newcomers to investment. Aimed at independent financial advisers, it features the endline: "It's OK, you can come out now."

The two 20-second viral ads show people hiding in their offices (one in a filing cabinet and one in a dustbin), to show that many people are scared to invest.

Press ads, which will appear in investment titles and relevant trade press, continue the theme, showing office workers hiding in a draw, behind a blind and behind a coatstand.

John Townshend, Rapier's creative director, said: "The campaign is really treating a business audience like proper consumers. To use viral for that market is rare. And for a business-to-business brief, we feel they're striking and bold."

The campaign was written by Chris Lapham and art directed by Deb James. Media was handled by OMD UK.