Publicis Zurich for Axa: "Keep on Kicking"
The cross-border «Keep on Kicking» campaign, centered around the UEFA Women’s EURO 2025, aims to encourage AxA female soccer players and its customers to believe in themselves and never give up.
The centerpiece of the "Keep on Kicking" campaign is a 30-second TV commercial. It shows girls and women playing football in different life situations and aims to encourage football players and their customers to believe in themselves and continue playing football despite the challenges they face.
This message will also be placed on other online and offline channels as part of the campaign: In addition to a strong TV presence, a major social media campaign is planned. AxA is also making its message visible in public spaces; firstly on its own and rented building spaces, and secondly on DOOH and OOH spaces. The latter are provided with QR codes that link to an online game in which participants can try their hand at penalty shoot-outs. In addition, they have the opportunity to take part in a prize draw for UEFA Women's EURO 2025 final tickets after the game, regardless of the result.
Last but not least, the campaign will also be on display in the WintiArena - one of Switzerland's largest public viewing locations not far from the Winterthur headquarters of AxA Switzerland - in the stadiums and in the public fan zones.
"With this campaign, we are following on from our brand promise 'Know You Can', with which we want to encourage our customers to believe in themselves. With our football commitment, we are committed to ensuring that women in football - and in sport in general - receive the visibility and recognition they deserve," comments Antonia Lepore, Head Marketing Communications, on the campaign.
Women's football on television
Together with Swisscom and Miele, AXA is also sponsoring SRG's TV broadcasts of the matches. AxA is also proud that the first Swiss women's football podcast "Steilpass" will be hosted by SRF and broadcast on TV during the UEFA Women's EURO 2025. The podcast with host Sarah Akanji, which is produced by Podcastschmiede Winterthur with the support of AXA, has been inspiring listeners with exciting topics relating to women's football since the first season was broadcast in 2023. SRF's broadcast of the podcast during the tournament means it will now reach even more football fans in Switzerland.
Responsible agencies Publicis Zurich, Mindshare Media Ltd, Pixelmolkerei AG (penalty online game), Panter AG (penalty online game)
