AXA launches ‘KATHMANDU - Believe in you’, a new brand campaign

This campaign, conceived by Publicis Conseil, is the first global campaign for AXA, showcasing the new brand propositioning: “Empower people to live a better life”.

The campaign is 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. It is not just one of repatriation at a time of need, but rather a celebration of resilience and determination, making us discover how the young woman comes out stronger and more confident from this tragic event.

As a real customer case, it was a challenging story to tell, making it relevant to all markets while being faithful to the true story and respectful to all who were impacted by this natural disaster. 

“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 has been conceived to be fully integrated from the start, with a number of assets developed to ensure maximum visibility on each touchpoint: TV, cinema, POS, OOH, DOOH, digital (native ads, pre-rolls, cinemagraphs, banners…) and leading the audience to an AXA brand corporate landing page in each country (such as axa.com/nepal ).

The campaign is being launched in Europe and Asia, with a launch in France planned for October 22nd.