Publicis relies on humor for Axa's new SME campaign
For the new SME campaign, Axa Switzerland and Publicis are relying in particular on digital channels - and cats. Two not entirely serious films show how to create an optimal working atmosphere and thus quickly become a favorite boss. Or not.
"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.
