AXA is celebrating the entrepreneurial courage and resilience of small and very small businesses in its new pan-European campaign designed with the agency Publicis Conseil.
These “small” businesses are however “small” in name only: they represent the backbone of our domestic economies, while beyond the business, it is often a life project that they carry out whose implications go far beyond the economic framework.
It is this original ambition that AXA’s new campaign celebrates, by recalling through the story of a young entrepreneur her ability to offer support and advice adapted to the nature of each project, as well as to the various hazards and stages in the life of the business.
Virginie Berçot, AXA Global Brand Director, added: “Through this campaign, it was important for us to pay tribute to the entrepreneur, man or woman, behind each project and to remind people that AXA, whatever the ambitions of each individual, is the partner that supports them throughout their project, from its construction to its development.”
This campaign will be progressively deployed through a multi-media TV, digital and social campaign in Germany from October, then in Italy, Spain and Belgium from the first quarter of 2023.
The keystone of this campaign is the film, designed to be easily adapted to all screens and to leave each market the possibility of adjusting the sequences, which tells the singular and emblematic story of a young entrepreneur who has never given up on her initial ambitions:
Co-created with the Leo Burnett Madrid agency, this campaign is part of a new collaboration model developed by Publicis Conseil and its network of international partners, which gives pride of place to the sharing of local insights and creative emulation in the creation of shared communication platforms.
This new operating model meets AXA’s desire to involve its markets more closely in the development of its multi-country campaigns, while guaranteeing maximum consistency and economic efficiency.