Cannes Lions

Touch of Confidence

PUBLICIS SPORT, Paris / AXA / 2022

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

2021 : football matches played with empty stands. A consolation for the fans : they could hear what the players were saying on the pitch! And unlike many players from other clubs who exchanged bird names, the only thing you could hear on the pitch at Liverpool FC was the encouragement they gave each other: gold to build self-confidence.

This team and this coach are a huge symbol of confidence. Which is exactly what Axa wants to bring to its customers.

Idea

Axa presents “Touch of confidence” : Be motivated by the encouragement of the best players in the world

This collective confidence is perfectly in line with AXA’s « Know You Can » brand promise, demonstrating that it is when you feel supported and well accompanied, that you can free yourself, give your best, and progress in the accomplishments of your personal challenges.

We recorded the encouragement shared by LFC players at the AXA Training Center – their training center – to offer them to the whole world by compiling them in a single button thanks to a rather special sound engineer: Simon.

Strategy

This collective confidence is perfectly in line with AXA’s « Know You Can » brand promise, demonstrating that it is when you feel supported and well accompanied, that you can free yourself, give your best, and progress in the accomplishments of your personal challenges.

Execution

A 90s digital film full of humor and emotion was broadcast on the club's social networks and literally unleashed passions and packed the counters. Across the world, fans were able to discover this beautiful story and went crazy for this little object, asking the club to add it permanently to the articles of its official store.

150 were then manufactured and offered to fans and AXA customers in need of confidence boost all over the world through a social media contest.

Outcome

1.91 Million views

12,5 Millions impressions

522 000 interactions on our posts

291 k€ QI media value

All of this without any media budget

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