[La Créa du retail] “AXA invents the insurance that suits you”, new campaign from AXA France – Marketing


For more than 40 years, AXA France has been at the heart of regional life through its 18,400 advisors and insurance agents throughout France. Today the French are changing their way of life; they make a daily commitment by rethinking the way they consume or travel. The brand, leader in its sector, needs to reaffirm its roots in society and its involvement in a new communication campaign.


AXA France called on Publicis Conseil to illustrate its mission: make a commitment to invent insurance closer to the French. To put in picture the renewal of its communication territory, the agency called on Houda Benyamina, a committed director, who won the Camera d’or at Cannes in 2016 for her feature film Divines. The film depicts 5 moments in the life of French people, in which, if some of them may seem impatient and grumpy at first glance, they finally show solidarity when faced with deeply committed French people. Each moment of life is punctuated by the music “As long as you will be” by Les Surfs, a French cover from the 60s. Reassuring, it underlines the support approach that the brand wishes to instil through each spot. “France is a very committed country and the French too. We wanted to illustrate this diverse, plural France in the production and find a balance with an authentic execution so that everyone recognizes themselves,” explains Marco Venturelli, CEO Publicis Conseil. The brand film is accompanied from its launch by a first “product” film dedicated to car insurance for small riders, which concretely illustrates the brand’s commitment to its customers. A dozen contents complete the system.

Read also: [La Créa du retail] “The collective adventure”, a new Banque Populaire campaign


It is a campaign of consideration and image which should enable it to gain in value and distinction on the market.

The opinion of Thomas Boutte, advertising and media director at AXA France

“The brand had never had a corporate campaign of such magnitude for 4 years. The purpose of the group is: We act for human progress by protecting what matters “. It is a campaign that places us in charge. Axa signs a new campaign “It’s up to us to invent insurance that suits you every day” which orients the company in mirror of the evolving society. AXA provides direct responses to its customers’ new lifestyles, supports them in their commitments. As for example, the reduction of insurance premiums for small riders. As a leader in the insurance sector, we wanted correct the gap in perception between the reality of the company and the image that our customers or prospects have of us. Our brand had need to warm up, to get closer and to remember singularity on the market. We also wanted to restore the prestige of the traditionally criticized insurance category. This campaign promotes the beauty of the insurance business but also pays tribute to the French people in the film and highlights 12 concrete proofs of AXA’s commitment to its customers. Other proofs in all trades will be unveiled in 2023 in digital, social media and press. »

Campaign: “AXA invents the insurance that suits you”

Advertiser: AXA France

Agency: Publicis Consulting

Broadcast: From 08/28 to 10/16, a 45”, 30”, 20” TV and 45” Cinema campaign, a static (OOH) and digital (DOOH) display from 7/ 09, relaying the campaign in digital (catch-up, VOL) ​​and on social networks.

Read also: [La Créa du retail] “Allez!”, new Intersport campaign

Leave a Comment