Serena Williams, new face of AXA


In addition to Liverpool FC, AXA is banking on Serena Williams to boost the visibility of its brand. The insurance giant unveiled Monday a new advertising campaign with the American tennis champion, present in Paris a week before the start of the Roland Garros tournament.

"She perfectly embodies the importance of self-confidence to realize her dreams, said
Thomas Buberl

   , general manager of AXA, during a meeting in Paris with the tennis player. We could not dream of being a better ambassador for our new brand promise 'Know You Can'. "


In fact, the partnership with Serena Williams is part of the group's new brand policy, which is supposed to represent the insurer's new strategy, "pay to partner". He does not want to be simply the one who reimburses the claims, but partner of his customers, especially in the prevention.

Beyond that, Serena Williams, who has won three times the Roland Garros, six times the US Open and seven times Wimbledon, embodies the self-confidence that Thomas Buberl seeks to inspire his collaborators. While the sector is in full revolution, the German boss
transforms the group forcibly for three years


As with Liverpool FC, of ​​which AXA has been a partner since last year, the tennis player will be the brand worldwide. It has nearly 11 million followers on Twitter. The group, which has increased its brand budget by 30%, now has a global strategy. Before, it was national, at the level of each entity.

Overall image

Thus, the partnership with the football club coached by the German Jürgen Klopp certainly targets the UK market but also fans of the club around the world, especially in Asia, where the English Premier League is followed closely by millions of fans and where AXA wants to push his pawns.

The motto of Liverpool FC – "You'll Never Walk Alone" – is not to displease the insurer, who preferred the British club at Paris Saint-Germain. His Bavarian rival Allianz has made another choice: he is a sponsor of Bayern Munich, whose stadium bears his name (Allianz Arena).

A priori, the partnership with Serena Williams is limited to marketing and is not intended to go beyond this sphere. " I am so happy to be part of the company. This is a first step. In this digital world, there are so many things you can do together "Says the 37-year-old champion, whose investment fund,
Serena Ventures

   , has already financed some thirty companies.

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