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AXA Equitable was unknown, outspent and it’s annuity products were downright confusing. For Boomers, saving for
retirement was the 800lb pound gorilla in the room. So we personified the gorilla and made him the gentle nudge folks
needed to start saving and start sleeping easier. Awareness went up 30%, people started asking for him by name and
the AXA sales force couldn’t be happier.