• by Steve McClellan  @mp_mcclellan, October 31, 2017

Financial services company AXA has launched its first global campaign--developed by Publicis Conseil--showcasing its new brand propositioning, “Empower people to live a better life.” 

The campaign, titled “Kathmandu—Believe In You,” is said to be inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015, while on a humanitarian mission. The AXA team on the ground found and repatriated her, giving her all the medical and psychological help she desperately needed to make a full recovery. 

The story is told from the client’s point of view and it celebrates resilience and determination, and helps the viewer understand how the young woman comes out stronger and more confident from this tragic event. 

 “This new global campaign is a significant step-change in AXA’s advertising approach, switching from a focus on AXA’s expertise to our customers’ points of view, their stories, and how AXA is part of a chain that empowers them to live a better life,” said Paul Bennett, Global Brand Director of AXA. 

This campaign includes TV, cinema, POS, OOH, DOOH, digital (native ads, pre-rolls, cinemagraphs, banners) and an AXA branded landing page in each country.