Our approach was to bring LFC fans something they would truly want and that embodies the confidence values shared by the club and AXA.

Target audience : LFC football fans across the world as we need to build the brand association with Liverpool. Since last season, Axa has no presence on LFC jerseys so we need to make sure the 500 Millions fans of the club across the world know that AXA is a proud partner and most importantly what the brand stands for.

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.

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

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.

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.

Through its sponsorship with Liverpool Football Club, AXA offered fans a piece of confidence coming from the LFC players themselves. This campaign allowed to active the partnership in a way that perfectly conveys AXA brand mission of bringing confidence to anyone.

Our approach was to bring LFC fans something they would truly want and that embodies the confidence values shared by the club and AXA.

A 90 seconds digital film full of humour and emotion was broadcasted on AXA's and 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 buttons were manufactured and offered to fans and AXA customers who had expressed the need for them.

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 buttons were manufactured and offered to fans and AXA customers who had expressed the need for them.

The results for our film and campaign :

- 12,5M impressions

- 1,9M views

- 522K interactions

- 291K QI Media value

- 150 buttons produced

- 0€ media budget.