Looking at a virtual world to sensitize an audience to our business and brand ambitions has been our bet! To innovate in our communication strategy, we overpassed for the first time the borders of our physical life by having this ambition to become the first insurance company that protect people both in the physical and virtual world.

We placed our brand at the heart of a dedicated virtual universe to bring a protection proof to a tech savvy audience, more engaged with what’s on their horizon than what they can lose. But we did not stop there and also leveraged this amazing partnership to spread our protection promise to a broader audience through a dedicated fiction based on our Ingress story telling: a fantastic and innovative mix between creativity and a virtual world that embrace our audience.

From marketing perspective, this innovation helped us to drive a new audience to our retail agencies from their own universe and throughout a game. We took into consideration new human and cultural behavior in our content strategy to mix both virtual and physical marketing actions, converging to a unique objective: work on protection's preference differently.

By providing added values content to our audience and by entering their game and life we smartly built our brand proposition and helped to position AXA at the cutting edge of innovation. A new marketing model for whom borders between virtual and physical life don’t exist anymore.

We will of course continue to build upon this partnership by continuing to give more and more roles to the brand so AXA could continue to actively contribute to the game, and we will continue involving our local entities in local actions around the game to transform this innovative marketing action into business.

We expect from our audience to engage more and more with our brand as the AXA Shield is part of their life and we continue to look at additional missions as health missions that might have an interest to drive people to our services, as the HEALTH U App in Japan.

We are looking to build upon this innovative communication and results:

In only 3 months from the launch, 4 Million gamers had been exposed to AXA’s brand vision.

400 000 players sought out the AXA agencies in real life and 2.8 million AXA Shields were deployed allowing gamers to protect as many positions.

AXA territories generated 1.9 million cumulated daily game actions and AXA has interacted physically with over 33 000 players during Ingress WW live events.

All of this generating thousands of positive interactions for AXA on social networks.