Fortunately, traffic accidents or claims to one's own vehicle do not happen every day. If it does happen, AXA customers should be able to lean back and experience the claim as stress-free as possible - because AXA takes away their worries. This is how Switzerland's largest motor vehicle insurer presents itself in its new MF campaign, which was realized in cooperation with Publicis Conseil. "The aim is to position us as a strong partner that provides its customers with fast and uncomplicated help at the crucial moment," says Antonia Lepore, Head Marketing Communication at AXA Switzerland.
Stress-free through the claim
The integrated campaign "Enjoy the beautiful moments" focuses on the relationship between granddaughter and grandfather with their shared passion for nature and bird watching. Yara, a curious girl bursting with energy and thirst for knowledge, spends the day with her grandfather. The rather grumpy old man had retreated into the solitude of his house after the death of his wife - until Yara discovers his passion for birds. On a joint discovery tour, a tractor collides with her parked car in the distance. But no sooner has the grandfather contacted AXA than the crash fades into the background. The insurance company takes care of everything else, while grandfather and granddaughter return to their shared hobby.
Insurance advertising with a difference
With the film, AXA is moving away from the advertising problem-solving mechanics to the empathetic and emotionally powerful storytelling usually associated with feature films. "The epic film promotes the yet rather factual subject of motor vehicle insurance in the most approachable and sensitive way possible, and stands in stark contrast to what we are used to seeing in other insurance advertising," Publicis is quoted as saying. In the emotional work of director Sean Meehan, the insurance product and the products advertised with dedicated cut-downs become part of a larger emotional story.
The music is an original composition by British composer Sam Thompson (Sex Education, Rocketman) in collaboration with Christophe Caurret (Prodigious). Post production was orchestrated by Prodigious. Colorist Eric Whipp (Mad Max: Fury Road) is responsible for grading.
Taking up everyday topics and illuminating their legal aspects - this is the focus of the new podcast "Recht aktuell," launched by Axa-Arag Rechtsschutzversicherung. The first season of three episodes focuses on various forms of cohabitation: listeners are immersed in the problems of a shared apartment, a cohabiting couple with a child, and a same-sex couple looking to get married. Advantages and disadvantages, hurdles, disadvantages and current developments in the law are highlighted.
Discuss legal issues
Who decides on life-sustaining measures: the parents or the cohabiting partner of an injured person? Do parents who are not married automatically have joint custody of their child? And what will happen to registered partnerships when marriage for all is introduced in July 2022? The protagonists in the podcast discuss various legal questions, which are then classified and answered by a lawyer from AXA-ARAG. The mixture of moderated expert talk and conversations from those directly affected makes the podcast lively.
Personal access to the law
"We offer listeners relevant insights and make legal topics tangible," says Antonia Lepore, Head of Marketing Communication at AXA. The podcast format is particularly suited to this because complex topics can be explained simply on the soundtrack. "Podcasts are very attractive and popular. We want to use that to build proximity and trust as well as personal access to the law." The podcast deliberately does not mention any AXA-ARAG products, but merely draws on the expertise of the legal expenses insurance company.
The production of "Recht aktuell - der Rechtspodcast mitten aus dem Leben" was realized together with the Podcast-Schmiede in Winterthur. The three episodes in Swiss German, each lasting 15-20 minutes, can be found on all popular podcast portals.
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Until October 10, an OOH megaposter of the Axa women's soccer campaign will adorn the facade of Zurich Airport and greet travelers from all over the world.
According to Axa, it is the first time that an advertising space of this size has been occupied by Swiss women's soccer. "The league absolutely deserves so much visibility and reach," says Tatjana Haenni, Director of Women's Football at the SFV about the megaposter.
Believing in oneself plays a central role in top-class sport, which is why Axa wants to use this marketing measure to bring its brand promise "Know You Can" to life and generate more attention for women's football. This measure is supported by megaposters from the international Axa brand campaign, which show a female referee and will be on display at eight high-traffic premium locations in Switzerland during the same period.
Season opener campaign
To coincide with the start of the new 2021/2022 soccer season and the kick-off of the Axa Women's Super League in August 2021, Axa also relaunched a nationwide marketing campaign with commercials on TV and in the digital environment. The aim is to encourage women to believe in themselves even in male-dominated sports. "I think we are only at the beginning of the journey. We've achieved quite a bit, but there's always room for improvement. Women's football should receive the same recognition as men's football," says Antonia Lepore, Head of Marketing Communications Axa Switzerland, explaining the commitment.
The centerpiece of the campaign for the start of the season is the 30-second commercial, which emotionally dispels prejudices and positions Axa as a supportive partner of the league. In addition, new video productions featuring AWSL players as well as Axa employees who have a special connection to women's soccer will air on all social media channels.
For even more visibility of women's football in the Swiss media, Axa has also teamed up with Watson in German- and French-speaking Switzerland have joined forces. The media partnership is intended to generate content-relevant articles on women's soccer as well as round summaries of all AWSL matches in sports reporting.
Responsible at Axa: Claudia Suter (Head Brand & Advertising), Vera Hager (Advertising Manager), Sandro Singer (Brand Manager), Ilona Fäh (Content Manager), Julia Wunsch, Fathima Ifthikar (Social Media), Levina Kaspar (Video). Creation & Production: Publicis Zurich (creation & production), Hillton (production), Samuel Morris (direction), Pat Aldinger (camera), Mona Bertschinger (producer), Marko Strihic (editor), Marina Starke (grading), Patrice Gerber (visual effects), Gordian Gleiss, Niko Floss (music), Jingle Jungle Tonstudio (sound design), Monami (TikTok productions), INeedContent (social media productions), Raphael Just (photography), Motion (production partner for PrePress), Prodigious Zurich (design and production consulting). Media: Mindshare: Client Service: Christina Schumann, Michael Diehr, Katharina Paulini; TV: Benjamin Korten, Sarangan Nanthakumar; Digital: Rahel Wirth, Lorena Scottoni, Tarek Alfaiech; Campaign Manager: Sojo Nagaroor; Programmatic: Moska Asif; Social: Manuela Twrsnick Wavemaker: Martina Kratt (Client Service Director), Edwina Gescheidle (Head of Operations), Tim Goldschmidt (Digital Director).
]]>For 12 years, Axa's Foundation for Prevention has been using the popular character "Max the Badger" to promote the safety of children in road traffic. To ensure that Max can continue to fulfill his important role in the future, Axaand Publicis Zurich have adapted the animated character and its use to the demands of target groups in today's social media age. In collaboration with the media production studio Sehsucht, Max has become more lifelike and contemporary with the help of the latest CGI technologies and can show more human emotions.
In the videos, Max the badger moves in real environments and interacts with school children. His progressive personality and character are meant to fit Axa He does not play the teacher, but is a good friend and role model. The campaign claim "Do it like Max" is completely in line with Axa's brand promise "Know You Can," because Max gives children the self-confidence to master the way to school independently and safely. For this purpose, three situations were selected that are particularly relevant to safety: correct behavior on the sidewalk, waiting at the side of the road, and crossing roads with and without traffic islands.
The campaign launches in time for the upcoming start of school. The focus is on the videos in various lengths for social media and for the axa Foundation for Prevention website. In addition, there are posters for children and adults, with the former also being specially displayed at children's eye level on candelabras. Max's paw prints sprayed on sidewalks and in front of pedestrian crossings will attract even more attention, marking the safe route and the rule "Wait, luege, lose, laufe" in a new way.
Responsible at AXAAntonia Lepore (Head Marketing Communications), Claudia Suter (Head Brand & Advertising), Manuela Kohler (Advertising Manager)
Responsible at Publicis Zurich: Matthias Koller (overall responsibility), Sascha Fanetti (creative director), Priska Meyer (senior art director), Janine Sauter (junior art director), Albert Matzinger and Mathias Bart (senior copy writers), Flurin Hardt (senior account director), Tanja Hediger (account director), Carol Maag (art buying / agency producer), Jingle Jungle (scoring), Team Prodigious: pre-press, litho, image editing, motion, realization and production consulting.
Responsible in case of visual addiction: Sebastian Rätsch (Director), Caroline Goehner (Art Director), Daniel Jahnel, Sebastian Brandhuber, Julia Fritsch, Thabo Mlangeni, Lukas Wendler, Markus Plinke, Ulf Gieseler (3D Artists), Florian Zachau, Johannes Retter (Compositing Artists), Jan Tiller (Head of Production), Nikola Stahl (Senior Producer).
Responsible at WPP Wavemaker: Martina Kratt (Client Service Director), Edwina Gescheidle (Head of Operations), Tim Goldschmidt (Digital Director) Mindshare: Michael Diehr (Senior Manager Client Leadership), Katharina Paulini (Manager Client Leadership), Christina Schumann (Director Client Leadership), Manuela Twrsnick (Programmatic Services Consultant mPlatform), Tarek Al Faiech (Digital Manager MS), Bishi Tan (Account Manager GroupM OOH).
According to the Axa Future Risks Report, 73 percent of people believe the world's population is more vulnerable today than it was five years ago. New global risks such as pandemics, accelerated climate change and a more unstable geopolitical environment are fueling doubts and uncertainty. Axa aims to counter this development with its new brand campaign. In collaboration with Publicis, Axa's global message was packaged in a hero film that will air nationally on TV: Those who believe in themselves go far. With Axa's support, even further.
In the form of this film, the campaign aims to bring the brand essence "Act for human progress by protecting what matters" to life. The will to promote individual and collective self-confidence is meant to support the brand promise "Know You Can" of Axa to the point. The main film shows how different moments in a young woman's life lead her to gain confidence in herself and ultimately inspire others with her story. Online, additional contextual videos are used on high-reach platforms, highlighting Axa's role in various strategic segments, from SMEs to health and corporate social responsibility.
Responsible at AXA Group: Ulrike Decoene (Group Head of Communication, Brand & Corporate Responsibility), Paul Bennett (Global Brand Director), Juan Herrera (Global Advertising Director), Mya Dawaliby (Global Brand Advertising Manager), Joseph Béhar (Global Media Manager). Responsible at AXA Switzerland: Antonia Lepore (Head Marketing Communication), Claudia Suter (Head Brand & Advertising), Vera Hager (Advertising Manager), Sandro Singer (Brand Manager). Responsible at Publicis Conseil: Marco Venturelli (President Overseeing Creativity), Steve O'Leary (Global Executive Creative Director ), Romulus Petcan (Copy Writer), Gabriel Gherca (Art Director), Patrick Leclercq (Global Client Lead), Sylvain Michel (Client Services Lead), Noureddine Kamal (Account Director), Stéphanie PuiTse (Account Manager), Guillaume Coelho (Digital Account Director), Alastair Maclean (Head of Strategic Planning), Antoine Collignon (Strategic Planner Lead). Responsible at Prodigious Conseil: Armelle Sudron (TV Producer), Iconoclast (Production House), Frédéric Planchon (Director), Ruben Impens (DOP), Nathalie Le Caer (Executive Producer), Alexia Levy (Line Producer), Lola Perron (Production Coordinator), MIKROS MPC (Post Production house TV), Lionel Juglair, Stephanie Mollet (Post Producer), Eve Ashwell, Yves Beloniak (Editor), Jean-Clement Soret (Grading Artist), Flore Mounier (Flame Artist), Agathe Sayegh (Graphiste after effect), Le Chainon Manquant (Iconography), Sixième Son (Compositors), Pauline de Bastard, Josette Music club (Music Producer), Carsten Krueger (Sound producer / Editing Prodigious); Armelle Sudron (Production Prodigious), Lola Perron (Print Producer Iconoclast), Julien Mignot @Superette (Photographer), Guillaume Nadaud (Photographer Image Bank), Adrien Benard (Retouching), Cécile Cuzin (Process Manager). Responsible at Publicis Zurich: David Lübke (Creative Director), Albert Matzinger (Senior Copywriter), Priska Meyer (Senior Art Director), Hannah Zuettel (Junior Art Director), Matthias Koller (Overall Responsibility), Flurin Hardt (Senior Account Director), Tanja Hediger (Account Director). Responsible at Wavemaker: Agathe Pacault (Global Business Partner), Patricia Siohen (Global Client Director), Natalie Baudon (Global Digital Lead), Martina Kratt (Client Service Director), Tim Goldschmidt (Senior Digital Planner), Edwina Gescheidle (Head of Operations), Manuela Twrsnick (Programmatic Services Consultant); responsibility for Pre Press, Litho and Motion Design: Prodigious Brand Logistics.
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"If you take proper care of your employees and offer them a motivating and healthy work environment, you could easily become their favorite boss." The message of Axa Switzerland's current campaign, developed in collaboration with Publicis and Wavemaker, specifically targets SMEs and promotes the HEALTH and motivational Business solutions from Axa. Because with these, entrepreneurs can concentrate fully on their business and their employees.
At the center of the campaign are two films that show with a wink that even the best-intentioned motivational and health promotion measures by companies do not always lead to the desired goal - or can even have the opposite effect. For example, the specially acquired office cats tend to create chaos rather than relaxation, and the monthly award for the best employee for the nerdy work colleague demotivates the rest of the workforce.
"We want to draw attention to the topic of motivation and health promotion in a humorous way, but we also want to consciously sensitize SMEs to this topic, as it is more important than ever to take proper care of your employees, not least in difficult times like these," explains Antonia Lepore, Head Marketing Communication at Axa Switzerland.
Raising awareness for the topic with humor
With its services, the company aims to provide relief and improve the working atmosphere: In addition to up to 20 percent higher pensions and attractive fringe benefit solutions, Axa Switzerland also offers services for the early detection of health risks among employees or assistance for a quick return to work after an emergency. "We support SMEs in creating a motivating and healthy working environment for their employees - so that our customers can concentrate on their core business," says Antonia Lepore.
The campaign will initially launch digitally on Tuesday. After the use of display and online video formats, it will then be extended to the offline area. Based on the resulting user responses, the campaign will be rounded off with mailings and a final mailing of personalized postcards. Axa is also testing the use of GIFs and memes in social media for the first time for the SME segment.
Responsible at Axa: Claudia Suter (Head Branding & Advertising), Benjamin Oberlin (Campaign Manager), Marija Cuk (Content Manager), Juliette Metze (Costumer Manager). Responsible at Publicis Conseil: Steve O'Leary (Creative Director), Marie Pujol (Copywriter), Dorian Rosso (Senior Art Director), Cécile Cuzin (Process Manager), Olivia Rajabaly (Group Account Director), Anastasia Monterrat (Account Manager). Responsible at Prodigious Conseil: Armelle Sudron (TV Producer), Caviar (House of production), Frank Devos (Director), Rien Behaeghe (Line producer), Eva Van Riet (Producer), Anton Mertens (Director of Photography), Karine Friang (Post-production). Responsible at Publicis Zurich: Jan Kempter (Creative Director), Sarah Pietrasanta (Copywriter), Priska Meyer (Senior Art Director), Hannah Zuettel (Junior Art Director), Matthias Koller (Overall Responsibility), Flurin Hardt (Senior Account Director), Tanja Hediger (Account Director). Responsible at Wavemaker: Martina Kratt (Client Service Director), Tim Goldschmidt (Senior Digital Planner), Edwina Gescheidle (Head of Operations), Manuela Twrsnick (Programmatic Services Consultant). Pre press, litho, motion design and programming: Prodigious Brand Logistics.
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After 50 years of women's soccer in Switzerland, the top league finally has a sponsor in the form of AXA. As part of the commitment, the National League A has been renamed "Axa Women's Super League". The name already hints at what Axa and the Swiss Football Association are jointly aiming for: Namely, to put women's football on the same level as the men's professional league and to give women the recognition and support they deserve.
This support includes - among many other things - media attention and increased visibility. To this end, Publicis developed a campaign to draw attention to the elite league and its commitment, while motivating women in sports to keep at it.
At the heart of the campaign is an energetic film in which women are confronted with common prejudices and clichés, followed by a strong message not to listen to them and instead to believe in themselves. In line with Axa's brand promise: "Know you can".
The film, which will be used on TV and in various online formats, is flanked by POS posters and a multi-level content concept that gives users the opportunity to engage with Swiss women's football in a more in-depth and playful way. The campaign is complemented by numerous internal measures that involve Axa employees in the commitment.
The cross-media campaign will be in place from August throughout the entire soccer season and will be continuously supplemented. For example, some exciting collaborations are planned, according to a statement.
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Responsible at Axa: Antonia Lepore (Head Marketing Communication), Claudia Suter (Head Brand & Advertising), Vera Hager (Advertising Manager), Sandro Singer (Brand Manager). Responsible at Publicis: Jan Kempter (Creative Direction), Yannick Schaller, Sarah Pietrasanta (Text), Sandy Pfuhl (Art Direction), Hannah Zuettel, Dara Stacher (Graphics), Frank Lang (Content Strategy), Anjali Kosman (Content Creation), Abbie Ramakrishnan (Strategy), Charlotte Hottinger, Michelle Hämmerli (Consulting), Mathias Koller (Managing Director); Film: Hillton (production), Samuel Morris (director), Pat Aldinger (camera) Mona Bertschinger (producer), Marko Strihic (editor), Marina Starke (grading), Patrice Gerber (visual effects), Gordian Gleiss, Niko Floss (music) Jingle Jungle Tonstudio (sound design). Photography: Raphael Just. Production partner for PrePress: Motion. Design and production consulting: Prodigious Zurich.
In recent years, the sales figures for e-bikes have skyrocketed - but unfortunately, so have the accident figures. This is because e-bikes travel faster than classic bicycles. The higher speed leads to longer braking distances and, in the event of an accident, to a higher risk of injury and death.
Studies by the BFU accident research unit show that: Anyone traveling at 25 km/h on an e-bike needs 18.8 meters to stop. And someone traveling at 45 km/h even needs 40.9 meters to stop (assumption: full braking, reaction time 2 seconds, friction value 0.5).
Ruf Lanz puts the long braking distance at the center of the campaign. In a pointed way, e-bike braking distances are shown that are so long that they cannot even be stopped by obstacles. Be it a fire hydrant, a baby carriage or a puzzled looking dachshund. This succeeds in surprisingly dramatizing the unexpectedly long braking distances while at the same time living up to the claim of BFU and AXA not to advertise with shock images.
The main advertising media are F4 posters in all parts of the country. The BFU network comprises between 6,000 and 8,000 street poster sites, thus guaranteeing high visibility. Exactly where the target group moves.
A safety kit with a suitable giveaway, small posters, flyers and a micro-site with a braking distance test are also used.
Responsible at the AAIB: Jürg Beutler (Head of Communications, Member of the Executive Board), Peter Matthys (Head of Campaigns), Daniel Morgenthaler (Research Associate Traffic Behavior), Andrea Uhr (Research Associate). Responsible at AXA: Benjamin Oberlin (Campaign Manager), Bettina Zahnd (Head of Accident Research & Prevention), Martina Keller (Head of Accident Insurance), Ilona Fäh (Content Manager), Franziska Wildi (Content Manager). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Mario Moosbrugger (Art Direction), Christian Stüdi (Text), Marc Gooch (Consulting), Armin Arnold (DTP). Photography and image editing: Carioca Studio @Visualeyes International.
Anyone who is no longer prepared to continue shouldering high health insurance costs should react now - and preferably wake themselves up right away ("Wake up & save money"). Under this motto, AXA has launched a multichannel campaign for its supplementary health insurance in collaboration with The House agency.
In online films, on posters and print visuals, the campaign presents refreshing instructions on how to "wake up and save". In addition to films, posters and visuals, the website created especially for the campaign is the core of the project.
With a wink of the eye, you can see on the Landing page learn about unconventional wake-up methods or share their own wake-up tips. Friends can also be woken up so that they don't sleep through the health insurance change and can save in the future. Those who are convinced by the offer can arrange a consultation directly via the website and also take part in a competition with attractive prizes. The main prize is a VIP trip for up to five people; in addition, ten times 1000 Swiss francs will be raffled. In addition, water bottles with the campaign slogan "Wake up & save money" will be distributed at 14 train stations. The idea is to wake yourself up with a refreshing sip.
High savings potential
It pays to be wide awake. Switching insurers can save several hundred francs, as the campaign's messages make clear. The special thing about AXA's supplementary health insurances: AXA's switching service is included free of charge. Those who want to change their basic insurance can transfer the formalities to AXA free of charge.
The campaign launched on June 3, 2019 with a digital campaign on 20minutes, 20minutes and 20minuti. It is supplemented by national prerolls, i.e. short online spots that are placed before video content. The campaign is aimed primarily at young professionals and young families and will run until November 30, 2019.
Responsible at AXA: Philipp Wolfensberger (Head Healthcare); Luca Genovese (Head Business Development); Anina Sabourdy (Senior Copywriter); Robin Brügger (Senior Content Marketing Manager); Agata Ilewicz (Senior User Experience Designer); Julia Wunsch (Senior Social Media Manager); Nora Berg (Social Media Manager). Responsible at The House: Grischa Rubinick (Executive Creative Director); Sascha Borsai (Creative Director Text); Roger Dobmann (Senior Art Director); Alia Malash (Junior Copywriter); Ritiane Da Cassia Zimmerli (Junior Art Director); Laura Jaggi (Junior Art Director); Nico Podgorny (Director Consulting); Nahuel Morales (Consultant); Stephan Suter (Media Director); Verena Hofmann (Senior Media Consultant Nikolina Caleta (Senior Media Consultant); Luzian Storrer (Senior Media Consultant); Daniel Nussbaumer (Senior Media Consultant); Sara Meister (Senior Quality Manager); Guy Collé (Senior Developer); Andreas Jorgella (Strategy & Business Development); Sebahat Derdiyok (Agency Producing & Art Buying). Film: Stink Film Production, Noel Dernesch (Director). Photography: Jonathan Heyer
The search for the right vehicle is often difficult and time-consuming, and the range of vehicles on offer is often so large that prospective buyers without the appropriate know-how quickly reach their limits. This is where "Car For You" comes in. The new car platform focuses on users without a great deal of vehicle knowledge: With a transparent price check using a self-learning algorithm, "Car For You" shows how fair the price of a vehicle is in comparison with similar offers, thereby creating certainty for the user that the desired vehicle is really within a reasonable price range.
"Car For You" also offers innovative features such as 360° exterior and interior views: "This gives prospective buyers a completely new search experience - as if they were viewing the vehicle on site," explains CEO Ivo Streiff. A free money-back guarantee for selected vehicles rounds off the experience.
"Car For You" was launched as a basic version at the end of January and has been further developed in agile start-up mode in recent weeks, with new functions and services added. The aim is to convince not only potential buyers but also garage owners of "Car For You" and to establish itself as a leading platform in the market in the medium term. "We want to present our users with transparent and fair offers from credible providers and thus position ourselves as a trustworthy partner," says Ivo Streiff.On "Car For You", vehicle dealers also benefit from conditions that are unique in the market.
The launch is accompanied by a national campaign implemented by Freundliche Grüsse with the claim: "Find the car that fits your life". - to be seen shortly on Werbewoche.ch.
The BFU, the Swiss Council for Accident Prevention, has the legal mandate to prevent non-occupational accidents and to coordinate the prevention measures of all stakeholders. Together with Axa Insurance, the AAIB is launching a new campaign to reduce e-bike accidents. This is because e-bikes travel faster than classic bicycles. The higher speed leads to a longer braking distance and, in the event of an accident, to a higher risk of injury and death.
The Ruf Lanz agency was chosen for the creation and realization of the new campaign - among other things because of its experience in the surprising staging of prevention messages, according to a statement. The results of the new collaboration will be on display this summer.
Melanie Ade has many years of experience in communications, including several years as a magazine editor. The new Editor-in-Chief has worked at AXA Switzerland's Corporate Communications since 2010 and, as press officer in the insurer's newsroom from 2015, was responsible for branding, innovation, digitalization, strategy and IT.
With the magazine My company the leading Swiss all-line insurer AXA specifically targets smaller companies. The magazine offers useful information and comprehensive everyday assistance by providing practical and solution-oriented answers to the many questions arising in everyday business life.
My company is published three times a year in German, French and Italian with a total circulation of 84,000 copies and is sent to selected corporate clients of AXA Switzerland.