Claims experience at the center: AXA and Publicis realize emotional campaign

Together with Publicis, Axa wants to show in an emotional way that it stands by its customers as a reliable partner in the event of a claim, so that they can concentrate on the finer things in life.

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.

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