1The Challenge
What was the challenge?
AXA XL was marking a significant milestone — 20 years — and wanted the celebration to be more than a series of speeches and photographs. The brief brought a distinctive constraint: roughly 450 people moving freely through a large convention venue, drifting in and out at their own pace. There was no fixed audience to hold and no seated session to run. The experience needed to work in short bursts, draw people in from a walk-past, deliver something genuinely meaningful in minutes, and then release them back into the event — repeatedly, across the day, without losing energy or depth.
2Our Solution
What solution did we design?
Mission Moon Lander formed the centrepiece of a multi-activity booth engagement. Teams take on a shared mission: land a craft safely on the lunar surface, working against limited information and interdependent decisions where no single person holds all the answers. It was chosen deliberately for this audience. The activity is built around the five dysfunctions of a team — absence of trust, fear of conflict, lack of commitment, avoidance of accountability, and inattention to results — and surfaces them naturally through play rather than instruction. Delivered on dedicated laptops with an on-platform leaderboard, it created live, visible competition across the floor that pulled passers-by toward the booth throughout the day.
Mission Moon Lander ran alongside three complementary experiences at the booth — Wonder Robo, Terminal Quest (VR), and Airport Makeover — giving participants a range of entry points across tech, customer centricity, and design thinking.
3How We Did It
How was the programme delivered?
The Mission Moon Lander station was set up with four dedicated laptops and a distinct briefing area, allowing facilitators to onboard new groups continuously without interrupting teams already mid-mission. Participants arrived in small clusters, received a rapid briefing, and moved straight into the challenge. As each team worked through the landing sequence, facilitators observed the collaboration patterns emerging in real time — who spoke, who held back, how decisions were made under pressure — and used those observations to anchor a sharp, focused debrief on teaming and collaboration.
The on-platform leaderboard kept scores live and visible, sustaining momentum and drawing fresh participants in as word travelled across the venue. Across the day, the station engaged a target audience of around 150 participants, with the wider booth reaching the full 450-strong crowd across all four activities.
4Key Outcomes
What were the results?
Mission Moon Lander gave AXA XL's people a shared, memorable moment on a day built for celebration. Teams experienced firsthand how trust, open conflict, and clear accountability shape outcomes — not as theory, but as something they lived in the space of a single mission. The competitive leaderboard added energy and friendly rivalry, while the debriefs ensured participants left with a genuine takeaway rather than just a good time.
The booth format proved ideal for the occasion: high engagement, zero scheduling friction, and a steady flow of participants across the full event. For a 20-year milestone, the day delivered exactly what it needed to — connection, energy, and a reminder that the best results come from teams that work as one.