AXA focuses on self-employed in new brand campaign

AXA UK has launched a new brand campaign for its insurance offering, targeting the self-employed.

The campaign, running until mid-November, is aimed at highlighting the benefits of AXA’s offering to sole traders and small business owners across the UK.

It is centred on a short film, created by Publicis Conseil, which showcases the diverse stories of the self-employed and the various challenges that they face.

Running until November, the campaign will include TV, video on demand, out of home, radio and digital. Agency Wavemaker ran the media planning and buying, both offline and digital.

The film is the latest chapter in AXA’s ‘Why Should the Future be a Risk?’ brand campaign, which aims to offer a sense of security against an uncertain future.

Barney Bailey, Brand and Sponsorship Director at AXA, explained: “At AXA, we believe the future shouldn’t be a risk and we strive to empower individuals and businesses to face it with confidence.

“This campaign marks an important step in highlighting the wide-ranging support and guidance we offer to the self-employed and small business owners, ensuring that professional vulnerabilities don’t stand in the way of their success.”

Danila Paraskevas, Client Lead at Wavemaker UK, added: “Using our audience panel, Every Voice, we were able to dig deep into how people felt about the small businesses they knew, finding they viewed them as the foundation and bedrock of creating local community.

“This is something we were able to leverage by way of media localisation,  thus ensuring AXA’s business insurance offering stands out in the market.”