While many companies are still debating the impact of artificial intelligence, Antonia Lepore is already laying out the strategic direction for the coming years.
The future starts with your next search query
She is particularly interested in how people’s search and information-seeking behaviors are changing and what role brands will play in the future in a world increasingly shaped by AI systems.
This forward-looking approach has shaped her work for years. Since 2019, she has been in charge of marketing at AXA Switzerland and has been consistently driving the integration of customer experience, brand communication, and digital services. The goal is brand management that reaches people where they seek guidance—today and tomorrow.
«Supporting my team and helping each and every one of them shine—that, to me, is the essence of good teamwork.»
The Brand as a Promise Backed by Evidence
For Lepore, a brand is much more than just communication. She sees the brand promise «Know You Can» as an active mission to encourage people and support them in achieving their goals. What matters most, she says, is not what a brand claims, but what it proves.
That is precisely why AXA invested in Swiss women’s soccer early on. Under Lepore’s leadership, the initiative centered on the AXA Women’s Super League and the UEFA Women's EURO 2025 a key component of its brand strategy. AXA used the European Championship to consistently position itself as a modern and socially responsible brand.
When Flagship Projects Meet Transformation
The past twelve months have been quite a challenge for Lepore and her team. With AXA Switzerland’s 150th anniversary and their involvement with the Women’s EURO, two major projects were carried out simultaneously. At the same time, the agile transformation of the marketing department continued behind the scenes.
What is particularly noteworthy is the breadth of their work. It ranges from emotional storytelling and sponsorship to organizational transformation and preparing for a marketing landscape in which AI, data, and new forms of communication are becoming increasingly important. This ability to combine operational excellence with long-term strategic planning is one of the qualities that define modern marketing leadership today.
Technology changes everything—except people
When asked about her most important principle, Antonia Lepore’s answer is remarkably clear: Transformation doesn’t start with technology, but with people. New tools and new opportunities are important, she says. What’s crucial, however, is to bring people along on the journey, build trust, and foster a culture in which learning and change become second nature.
«Transformation doesn't start with technology—it starts with people.»
Perhaps it is precisely this attitude that explains why Lepore repeatedly speaks of her team. Whether it’s the nomination, major projects, or her personal successes—for her, the focus isn’t on individual people, but on the synergy of diverse talents. For her, the magic of marketing happens when the brand, people, and communication mesh perfectly, creating genuine added value for customers.
It is precisely this combination of forward thinking, cultural leadership, and consistent customer focus that makes Antonia Lepore one of the six finalists for the «CMO of the Year 2026» award. At a time when marketing leaders must simultaneously be technologists, strategists, cultural ambassadors, and leaders, she exemplifies a new generation of CMOs.
The merger of Helvetia and Baloise dominated the insurance media in 2025. However, AXA was best able to combine high visibility with good tonality and thematic presence in the six reputation dimensions and achieved the top spot in terms of media reputation. It was followed by Swiss Life and Zurich, which already took 3rd place in the previous year.
Helvetia, AXA and Vaudoise with top ratings
The merger of Helvetia and Baloise gave these two companies the largest presence in the Swiss media in 2025. Swiss Life follows in third place. Vaudoise, Pax and Die Mobiliar achieved the best tonality scores in the insurance sector. On balance, the media reported most positively on these three companies.
CSS takes the lead in health insurance
CSS, Helsana and Visana were not only the health insurers with the greatest presence in 2025, they also had the best media reputation. These three companies were particularly successful in combining reputation-relevant topics, high reach and positive tonality to achieve the greatest media impact. Three other companies were at the top of the tonality rankings: ÖKK, Concordia and Swica were the three health insurance companies that received the most positive coverage in the Swiss media.
Tonality and presence in the reputation dimensions
"Innovation" and "ESG & Sustainability" are the two dimensions with the best tonality for both insurance companies and health insurers. However, they also have the lowest media presence and therefore only make a small contribution to a good media reputation. Employer topics ("Workplace") have the lowest tonality values in both categories: negative for insurance companies, neutral for health insurance companies.
Insurance companies and health insurance companies are most frequently present in the media on product and service topics, with a very high share of 50 percent for health insurance companies. Among insurance companies, media reports in 2025 on the topics of "Innovation", "Management & Leadership" and "ESG & Sustainability" were more positive than in the previous year. On the other hand, the tone for "Products & Services", "Economic Performance" and "Workplace" declined. The decline in "Workplace" was particularly large, with the balance in negative territory.
For health insurance companies, the tone of media reports in 2025 was more positive for all topics than in 2024, with the exception of "innovation". However, the values in this dimension are still at a very high level. For "Workplace", the tone was negative in the previous year and neutral in the current year.
Media reputation gains strategic importance
An intact media reputation is considered a key success factor in the insurance industry. It not only influences customer trust, but also has an impact on employees, investors, political conditions and public perception. In times of increasing digital transparency, regulatory requirements and ESG expectations, media coverage is becoming even more relevant.
In addition, a good media reputation takes on a new strategic importance: AI tools such as ChatGPT give journalistic sources a particularly high weighting when information about companies is requested. Positive or negative media reports therefore also directly influence AI-supported information queries.
The study used AI to analyze 12 insurance companies and 12 health insurance companies with regard to their reputation in Swiss media sources in 2025. Detailed results with the results of the individual insurance companies and health insurance companies are available in individually prepared and commented study reports for a fee.
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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)
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In the information and communication sector, where the study suggests AI is likely to provide the greatest time savings, only 7% of SMEs expect job savings. "Even though AI applications are primarily used in communication today, AI tasks such as translations or correspondence management appear to be used more as a support than a replacement," Kathrin Braunwarth, Head of Data, Technology & Innovation at Axa Switzerland, was quoted as saying in the press release published on Thursday.
Employees would hand over "tedious and sometimes tedious tasks" to AI applications. This simplifies work and saves time, but not jobs.
In other sectors, the fear of job cuts is greater. For example, 22% of companies in manufacturing, 18% in trade and 14% in industry expect job cuts. "In these sectors, there is a relatively large amount of standardizable work, such as production, sorting or logistics tasks, which explains the high potential for job cuts," Axa explains.
Larger companies tend to be more positive
However, the differences in the assessment of AI applications in terms of company development depend not only on the sector, but also in particular on the size of the SME. According to the press release, over half of the companies surveyed with more than 50 employees see artificial intelligence as a positive development.
Among medium-sized companies with up to 49 employees, this figure drops to 41%. Among SMEs with five to nine employees, only 27% of respondents still think that AI is useful to them. A quarter of respondents from small companies even consider AI to be a threat. This fear is far less prevalent among medium-sized (15%) and large companies (6%).
"A sensible implementation of AI often requires resources, such as technology and employees who know how to use it. Larger SMEs are more likely to have these resources at their disposal than smaller SMEs," says Braunwarth, categorizing the results. (SDA/swi)
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A red plastic bag is blown through the city by the wind. Hot on its heels is a young girl who tries in vain to catch it. She finally succeeds thanks to the help of a passer-by and the plastic bag can be disposed of. The emotional film forms the centerpiece of a large-scale sustainability campaign that was launched today. The campaign aims to show which products and services Axa can use to support its customers' sustainability ambitions.
Focus on biodiversity, e-mobility and prevention
The campaign focuses on Axa's offerings in the areas of biodiversity, electromobility and private pension provision. In addition to the main film, there are three other commercials that deal with the three focus topics mentioned. The connecting element of the three videos is the girl in the main spot and her family. In the first film, she can be seen installing a bee hotel. This draws attention to the Axa biodiversity initiative Flora Futura. The insurance company is striving to ecologically enhance around two million square meters by 2025. Another spot shows the family charging their electric car, which is intended to draw attention to Axa's e-mobility offers. In the third video, a wind turbine symbolizes the shared responsibility for the future and underlines the possibility of investing in Axa's private pension plan in a fund that pursues clear sustainability goals.
Sustainability in production
Environmental compatibility and accessibility also played a major role in the production of the campaign. For example, additional versions were developed and produced for people with visual impairments. In addition, the reduction of CO2 emissions was taken into account in all decisions, from creative development and production to the media mix. For example, the production of the commercials was designed to avoid unnecessary travel and set changes during filming. In addition, only vegetarian food was provided on location.
The "Together for more sustainability" campaign can be seen live on television, various social media channels and other online platforms from today.
Responsible at Axa: Claudia Suter (Head Brand, Social Media & Advertising), Benjamin Oberlin (Team Lead Advertising & Performance), Tanja Hediger (Senior Advertising Manager), Lilian Schmidt (Brand Manager), David Blust (Paid Social Expert), Nadja Gysin (Content Manager), Joëlle Jeitler (Communications Manager), Sasha Knezovic (Multimedia Producer). Responsible at Publicis Zurich (creation and realization): Johnny Grubenmann (Creative Director), Philipp Klink (Senior Copywriter), Henry Clarke (Copywriter), Sebastian Danielsson (Senior Art Director), Cedric Fuchs (Art Director), Flurin Hardt (Senior Account Director), Stefania Bertolo (Account Director). Team Prodigious: Art buying, pre-press, image editing, motion, realization and production consulting. Responsible at Media Agentur: Tanja Kneubühler (Group Head, Client Leadership), Rahel Buchser (Senior Manager Digital), Jule Heckler (Executive Client Leadership), Jonas Haberthuer (Digital Executive). Brand: Axa Group: Ulrike Decoene (Group Chief Communications, Brand & Sustainability Officer), Virginie Berçot (Global Brand Director), Marta Grech (Strategic Brand Partner, Europe). ADVERTISING AGENCY: Publicis, Marco Venturelli (President in Charge of Creation), Steve O'Leary (Executive Creative Director), Cédric Moutaud, Emmanuelle Bougueret (Art Director), Jean-Christophe Royer, Montassar Chlaika (Copywriter), Antoine Collignon (Planning Director), Marion Le Forsonney (Strategic Planner), Cécile Cuzin (Process Manager), Patrick Leclercq (Global Client Lead), Anne Combe (Group Account Director), Manon Rabette-Gache (Account Manager), Marie Le Lanchon (Account Executive). AGENCY PRODUCTION: Prodigious. Armelle Sudron (Agency Producer). PRODUCTION: Soup Film. Matt Smukler (Director), Ada Zuiderhoek, Jana Salome Melzer (Executive Producer), Joschka Bauer, Nina Franz (Producer), Albrecht Silberberger (Director of Photography), Sven Budelmann (Editor Directors cut). POST-PRODUCTION HOUSE: Prodigious Alexia Besnarous (Post-Producer), Yannick Giffard, Fred Baudet (Editors), Muriel Archambault (Colorist), Nicolas Vogel, François Xavier Clément, Louis Nicod (Flame artist), Sébastien Moisescot, Krzysztof Karnicki, Mickael Hernandez, Léo Auger (After Effects), Christophe Caurret (Creative Sound Director), Carsten Krueger (Sound producer), Maxime Rouge, Grégoire Bucaille (Music Research), Camille Massé (Music Business Affairs). PHOTOGRAPHY: Guillaume Nadaud (Photographer KV), Artifices (Retouching studio), Laura Miravet (Retouching Supervisor), Guillaume Nadaud (Photographer and Photo Editor Image bank).
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Axa has been actively supporting Swiss women's football since 2020 and has now launched Switzerland's first podcast on the topic together with Winterthur-based Podcastschmiede. Former footballer Sarah Akanji has been recruited as the host and is an expert on the topic. Topics of the first season include equal opportunities, female empowerment and the compatibility of a career in professional sport with a simultaneous career. The first season of six episodes will be released by January 2024. Further seasons are planned until the European Championships in 2025.
Campaign to promote the visibility of women in sport
The podcast is part of a large-scale global campaign by the Axa Group to promote equality for women. Being a woman should not be a risk, nor should it lead to unequal treatment of any kind. The latter is still an issue in sport in particular, and also in Switzerland. According to a 2021 study, only 13% of Swiss sports coverage features women.
The local campaign aims to draw attention to this by means of a mega poster at Zurich Airport, among other things, but also via social media.
Responsible at the Axa Group: Ulrike Decoene (Group Head of Communication, Brand & Corporate Responsibility), Virginie Berçot (Global Brand Director), Ida De Catuelan (Brand Expert), Emma Oumeddour (Global Brand Project officer), Jêrôme Amouyal (Media, Performance & Insights Director), Marine Gissy (Global Media Manager); responsible at AXA Switzerland: Antonia Lepore (Head Marketing Communication), Claudia Suter (Head Brand & Advertising), Jennifer Bächtold (Advertising Manager), Nadja Gysin (Content Manager), Heike Gross (Content Manager); Lilian Schmidt (Brand Manager), David Blust (Social Media Manager), Alex Wegmann (Multimedia Producer), Joëlle Jeitler (Communications Manager), Marcel Rubin (Communications Manager); responsible at Publicis Conseil: Patrick Leclercq (Global Client Lead), Sylvain Michel (Client Services Lead), Anne Schneider (Senior Account Director), Maude Gourrier (Account Director), Manon Rabette Gache (Account Manager), Alastair Maclean (Head of Strategic Planning), Antoine Collignon (Strategic Planner Lead), Marco Venturelli (President Overseeing Creativity), Steve O'Leary (Global Executive Creative Director), Laura Aondio (Art Director), Francesca Vitello (Copywriter), Alexandre Perdereau (Art Director), Lucie Puybonnieux (Art Director); responsible at Prodigious Conseil: Alexia Besnarous (Post producer), Zoé Sassier (Editor Dircut), Yves Beloniak (Editor), Simon Bourne (Grading artist, Company 3), Dan Niculescu (Flame artist), Dan Niculescu (Graphiste after effect), Armelle Sudron (Print & Post Production), Peter Funch (Photographer), Guillaume Nadaud (Photographer Image Bank), Artifices (Retouching), Cécile Cuzin (Process Manager); responsible for the sound track Girls just want to have fun: Robert Hazard (Writer), Buzzy Lee (Singer), Adam Gunther (Producer), Sasha Spielberg (Producer), Christopher Caurret (Creative director Sound Publicis France), Carsten Krueger (Sound producer), Sony Music Publishing for 100% of the publishing rights; responsible at Publicis Zurich: Matthias Koller (overall responsibility), Philipp Klink (Senior Copywriter), Sebastian Danielsson (Senior Art Director), Cedric Fuchs (Art Director), Flurin Hardt (Senior Account Director), Stefania Bertolo (Account Director); responsible at WPP Global: Agathe Pacault (Global Client Lead), Sacha Bury (Global Strategy Lead); responsible at Mindshare Switzerland: Matthias Wandel (Director Client Leadership), Tanja Kreyenbühl (Group Head Client Leadership), Jule Heckler (Manager Client Leadership), Rahel Buchser (Team Lead Digital, Exchange), Awais Ghumman (Digital Executive) and Jonas Haberthür (Digital Executive); responsible at Podcastschmiede: Sarah Akanji (Host/Editor), Franziska Engelhardt (Production Manager/Editing), Cheyenne Mackay (Project Coordination), Christina Baron (Mix/Mastering).
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For over twelve years, Axa and the Axa Prevention Foundation have been making an important contribution to road safety with Max the Badger by helping children master the way to school. Max shows them how to behave correctly in road traffic and what to pay particular attention to. But children are not alone on the road.
To prevent the numerous dangers, all road users must show consideration for each other - because only together can a safe journey to school be guaranteed. Children perceive the world differently than adults. They are less attentive and easily distracted. Their size also makes it more difficult for them to keep track of potentially dangerous situations and to estimate speeds. This makes them particularly vulnerable in road traffic.
The aim of the campaign is to enable adults to put themselves in the shoes of children. Only when they look at the street through a child's eyes do they realize that everything seems much bigger than they thought. Since Max the badger is about the size of a child, he is ideal as a learning aid - only this time for adults.
The centerpiece of the campaign "Bigger than thought - experience the way to school like a child" is an experience event at Zurich HB from Thursday to Saturday. For this period, an elaborately designed oversized replica of a traffic situation has been set up in the station concourse - complete with pedestrian crossing, traffic signs and a gigantic car as centerpiece. Anyone who wants to can have their picture taken with the car, which has been enlarged by a factor of 1.6, and thus become part of the campaign. The installation is accompanied by a VR simulation, which makes it possible to experience the way to school from a child's perspective, and a station where visitors can test their own reaction speed. In addition, the results of a survey commissioned by Axa and the Axa Foundation for Prevention will be published, showing how Swiss parents assess their children's journey to school.
Posters and e-panels from APG|SGA in the station area draw attention to the event. Max the badger also raises awareness of the dangers on the road. Among other things, he waves down from the large APG|SGA e-board in the station concourse as a 3D implementation and shows visitors the way to the event. The children can also take the badger home with them thanks to the AR implementation of Futurise.
In addition to the event, the prevention campaign relies on other communication measures in which Max the Badger makes clear how great the dangers are for small children in road traffic. These include videos that give road users important tips on how to recognize and prevent dangers at an early stage.
Responsible at Axa: Antonia Lepore (Head MarCom), Claudia Suter (Head Brand & Advertising), Manuela Kohler (Overall Project Manager / Advertising Manager), Luana Perotto (Project Manager Events), Marion Fehr (Communications Manager), Benjamin Oberlin (Head Media), Karin Stötzer (Content Manager), Fathima Ifthikar (Head Social Media). Responsible at Publicis Zurich (creation and realization): Sascha Fanetti (Creative Director), Philipp Klink (Senior Copywriter), Roby Dona (Copywriter) Nina Martens (Senior Art Director), Sebastian Danielsson (Senior Art Director), Mia Reinshagen (Junior Art Director), Flurin Hardt (Senior Account Director), Stefania Bertolo (Account Director), Matthias Koller (Overall Responsibility). Team Prodigious: Art buying, prepress, image editing, motion, realization and production consulting. Responsible at Mindshare (Media): Mindshare: Tanja Kreyenbühl (Group Head, Client Leadership), Arta Bibaj (Senior Manager Client Leadership), Rahel Buchser (Team Lead Digital), Jonas Haberthuer (Digital Executive), Bishi Tan (Senior Account Manager GroupM/OOH). Responsible at Made Marketing: Emanuel Riederer (project coordination), Rachel Manetsch (consulting/concept), Beda Binder (gamification/technology), Cristian Conde and Raymond Schlatter (visualization/stand construction), Dominique Herzog and Curdin Decasper (project handling). Construction XXL landscape: Melchior. Responsible in case of visual addiction: Sven Bensemann, Stephanie Baumgarte, Amelie Zilliox, Christoph Schröpfer (Producer), Sebastian Rätsch (Creative Director), Sebastian Brandhuber (3D Lead), Goran Latinovic, Ivan Pechalin, Sylvie Unglaub, Tobias Lenz, Sebastian Welti, Ben Karrasch, Sophie Bode, Elvira Martin, Maite Leukering (3D Artists), Madlyn Matthies (3D Trainee), Jonas Stiltz (Compositing Lead), Natalia Chow, Angelina Zaregorodzeva (Compositing Artists), Berg&Dahl Audio (Sound Design). Responsible at APG|SGA: Urs Ramsauer (Key Account Management, Head of KAM Direct Clients), Pascal Giger (Key Account Management, Media Planning). Responsible at Futurise: Joël Herde (Co-Founder), Kevin Gabathuler (Co-Founder), Raziel Cruz Rodriguez (XR Developer).
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Only eleven percent of the advertising that hits recipients every day via various channels is actively perceived by them - that's what the Havas data scientist Dr. Laura Graf in interview. So how do advertisers get into the range of this "magic eleven percent"? How are they "perceived"? Two recent cases prove that impact can be achieved precisely when advertising is driven by purpose. Both the "Flutwein" campaign and the Communication around the "AXA Women's Super League were designed in response to current challenges and thus ensured sustainable success.
Support women's football
AXA Switzerland is considered the "number one in the national insurance market" and backs this up with impressive figures: Around two million private and business customers in the non-life and life insurance lines, a market share of 40 percent among small and medium-sized companies, and a business volume of 5.7 billion Swiss francs per year speak for themselves.
Nevertheless, in 2018 the brand realized that it had to evolve if it wanted to retain its relevance. This should be done on the one hand by implementing the slogan "Know You Can" - and on the other hand by "filling this slogan with life". A purpose that can be implemented and understood by all Swiss regions, that the general public understands, and that demonstrates that self-confidence can take you far was needed.
First sponsoring partner in five decades
The same was finally found in the sponsorship of the highest Swiss women's football league - AXA became the first main sponsor since the league was founded more than five decades ago and thus, according to those responsible, not only provided "concrete proof for the claim 'Know You Can', but also a sustainable contribution to women's football and women in sport in general".
"Good cause, good channel, good storytelling - and a phenomenal impact!"
The sponsorship was communicated via a "video first" approach in the run-up to and during the 2022 European Women's Football Championship. In social media, but especially during TV broadcasts of matches, AXA was put in the spotlight as a sponsor of sports - which was reflected, among other things, in a consideration increase of 7 percent, a balanced earned-to-paid media ratio and an increase in engagement awareness of 44 percent. The learning: good purpose, good channel, good timing - good impact!
"Flood wine": the worst vintage
Long since disappeared from the headlines, but neither forgotten nor processed, especially by those affected, is the flood that devastated the region around the German episcopal city of Trier and the wine-growing region of the Ahr Valley in the night of June 14-15, 2021. Countless people lost their livelihoods, some their lives - and reconstruction continues to this day.
The creative marketing company Seven.One AdFactory was practically directly affected by the catastrophe due to family connections of an employee. This employee reported about the finished wine bottles in the Ahr valley, which could have been salvaged from the mud - and which should have secured the annual income of the local winegrowers. But now everything is gone, the whole turnover is gone. Seven.One AdFactory, however, did not want to lose the "flood wine"; it produced impressive video spots for TV and social media on a voluntary basis, which, among other things, were to "bring the stories of the bottles to life" with acoustic recordings of the flood. And they succeeded: the vintage, "with a bitter aftertaste on the finish," sold like hot cakes - supported by the moving image campaign and accompanying DOOH measures. All of the sales benefited those affected.
"Seven.One AdFactory didn't want to lose the 'flood wine'."
And: What began as a relief campaign in 2021 continues to this day. The "Flutwein" campaign has won dozens of global creative awards, and the initiators have used the attention each time to commemorate the disaster in the Ahr Valley. In February 2023, they also unveiled the "Museum of Modern Ahrts," which is also dedicated to commemoration. So here too: good purpose, good channel, good storytelling - and a phenomenal impact!
This article is part of the m&k extra on Screenforce Day 2023.
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Almost one third of the working population in Switzerland is emotionally exhausted and at increased risk of burnout. The consequences of this cost Swiss employers 6.5 billion francs a year, according to the Job Stress Index 2022 by Health Promotion Switzerland shows. At the same time, stress at work can mean lasting health problems for those affected: insomnia and heart problems can be the result, as can burnout or depression.
Mental problems can affect anyone and everyone, yet the inhibition threshold to talk about it is still high. With its current campaign, Axa wants to help change this. "Talk about the unusual," is the message. The aim is to draw attention to the problem, destigmatize the issue of mental illness and thus help those affected. Particularly as part of its WeCare occupational health management program, the company also offers specific services on the subject of mental health for companies.
Look closely and talk about it
The awareness campaign, which the company developed together with Publicis, is aimed specifically at SMEs. The subjects show employee mishaps such as a coffee stain on a shirt or a T-shirt put on backwards. These are clearly visible - in contrast to signs of mental problems, which are much harder to spot. The campaign's message: Taking a close look and especially addressing those affected by problems are important first steps so that they can be helped.
The core of the campaign is formed by four videos that are played out on high-reach and target group-relevant online platforms and social media channels such as YouTube, LinkedIn and Facebook. The main target group of medium-sized companies is to be reached even better with banners on suitable websites and newsletters. In addition, large-format print ads attract attention. All advertising media link to the campaign landing page with in-depth information and Axa's services and offers.
Responsible at Axa: Antonia Lepore (Head MarCom), Claudia Suter (Head Brand & Advertising), Tanja Hediger (Advertising Manager), Lilian Schmidt (Brand Manager), Ilona Fäh (Content Manager), Juliette Metze (Customer Manager), Bettina Naef (Open Innovation), Vanessa Lochbaum (Social Media Manager). Creation & Production: Publicis (strategy, creation and implementation), Prodigious (production and realization). Responsible at Mindshare (Media): Christina Schumann (Director Client Leadership), Arta Bibaj (Senior Manager Client Leadership), Sven Kortje (Director Print/Radio/Cinema/Trading), Beatrice Krischan (Senior Manager Exchange Print/Radio/Cinema), Rahel Buchser (Senior Manager Digital), Jonas Haberthür (Digital Executive).
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With the new campaign, Axa wants to draw attention to its motor vehicle and household insurance products. The goal is to bring potential customers to the premium calculator and generate as many contracts as possible. In order to reach as many users as possible in their individual life situations across all target groups, over 40 visuals with corresponding messages on a wide range of topics were developed and played out in a personalized manner.
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Axa offers insurance for all kinds of claims - even those that you don't necessarily expect. And so the different subjects show a variety of accidents that can happen: From a simple scratch in the car paint, to deliberately destroyed motorcycle seats, to red wine stains on the neighbor's sofa, everything is included. This is not only easy to understand and attention-grabbing, it also makes it clear how many different types of damage are covered by Axa's insurance policies.
The style remains concise and yet playful: Users are confronted with the respective accident situation via a short question. Afterwards, each accident story is resolved in a light-footed manner and with reference to Axa. Because no matter what happens: Axa takes care of it. So customers can concentrate fully on enjoying their lives. By linking the content to the central idea of Axa motor vehicle insurance, the campaign closes the gap between attention-grabbing upper funnel campaigns and search-driven lower funnel measures.
Sprites were used for the film-like loops. In this way, the banners achieve faster loading times, an improved image flow and do not require any expensive HTML video components. The large number of individually tailored messages makes it possible to address all users multiple times - always taking into account the context in which the respective messages are played out. To ensure that everything works smoothly, the campaign relies on automation: the most valuable sub-segmented target groups are identified and targeted via the AIs of Google and Facebook. The use of Google and Facebook algorithms further optimizes performance. This makes it possible to focus on the best performing messages in terms of target group, language and channel.
The campaign runs across all relevant touchpoints and uses all high-performance digital communication channels such as YouTube, Instagram, Facebook and TikTok. The spectrum of digital advertising media ranges from display and native ads to all important social media advertising media such as video, image and story ads, TrueView ads and reels. If you count all the language regions of Switzerland together, there are a total of over 2,500 advertising media in use.
The campaign has been running in Switzerland since April and will be on display throughout the year.
The campaign was developed by Publicis, with sister agency Prodigious in charge of production and Mindshare responsible for media. Responsible at AXA: Antonia Lepore (Head MarCom), Claudia Suter (Head Brand & Advertising), Benjamin Oberlin (Head Media), Jochen Fuchs (Head SEM), Manuela Kohler (Advertising Manager), Sandro Singer (Brand Manager), Ilona Fäh (Content Manager), Géraldine Mathys (Content Manager), Giancarlo Peditto (Insights & Strategy), Tobias Mäder (Customer Manager), Fabian Gailer (Customer Manager), Lucas Beck (Customer Manager), Vanessa Lochbaum (Social Media Manager).
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From August 15 to September 11, an Axa out-of-home megaposter with the slogan "Invest for tomorrow" will be on display at Zurich's Paradeplatz. With the 153 square meter megaposter in a highly frequented location, Switzerland's largest insurer draws attention to its long-standing commitment to climate protection and sustainable investments and highlights the high relevance of these topics for future generations. In addition, Axa uses emotional videos on social media channels as well as print ads and online banners to create more visibility for these topics.
Climate leadership as part of the corporate strategy
In line with its corporate purpose "Act for human progress by protecting what matters", Axs Group has made climate protection a key focus of its corporate strategy. It has been consistently driving forward its sustainability efforts for years: from reducing its own carbon footprint, through sustainable construction projects and the promotion of biodiversity, to the strict application of sustainability criteria in its investment decisions. The fact that Axa has already taken on a pioneering role in this regard is reflected, among other things, in independent ratings, such as the "MSCI ESG Research" ranking, in which Axa achieved a AAA rating with 10/10 points in the area of "Sustainable Investing".
Back in 2015, Axa was the first major insurer to announce a gradual phase-out of the coal industry - the complete phase-out is to take place by 2030 in the OECD region and globally by 2040. In line with the Paris Climate Agreement, Axa has also set itself the goal of limiting the global warming potential of its plants to below 1.5 °C by 2050.
As a member of the Net-Zero Asset Owner Alliance, Climate Action 100+ and numerous other initiatives and partnerships, Axa is also committed to joint action by major investors in favor of climate protection. Since 2021, Axa Switzerland has also been a platinum partner of the "NZZ Connect" initiative. "Impact Finance Forum., which positions itself as the leading national conference in the financial sector and addresses and promotes the importance of sustainable investments in the Swiss financial center.
Responsible at Axa: Antonia Lepore (Head Marketing Communication), Claudia Suter (Head Brand & Advertising), Tanja Hediger (Advertising Manager), Sandro Singer (Brand Manager), Ilona Fäh (Content Manager), Fathima Ifthikar (Social Media). Responsible for creation & production: Publicis Zurich (strategy, creation and implementation), Prodigious (production and realization). Responsible for Media: Client Consulting (Mindshare): Christina Schumann (Director Client Leadership), Arta Bibaj (Senior Manager Client Leadership); Outdoor Advertising: Niklas Ellenrieder (Director GroupM OOH), Bishi Tan (Senior Account Manager GroupM OOH).
]]>The first mega-poster for women's soccer in Switzerland, which was still on display at Zurich Airport last fall, was given a second life in collaboration with the Zurich-based association Werkstätte Drahtzug. The association, which offers employment to people with mental disabilities, has handmade the 231 square meters of canvas into bags, backpacks and laptop cases. The unique pieces are available from today on the fundraising platform "I believe in You" and the proceeds from the sale will go entirely to the promotion of young talent at the ten Axa Women's Super League clubs.
Fundraising begins at the same time as the launch of this year's Axa advertising campaign for elite Swiss women's football, following the extension of the partnership with the Swiss Football Association for a further four years at the end of April 2022.
Campaign videos
Link to the Fundraising platform with unique pieces.
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