Bad drivers cost people a lot. There is a strong, shared feeling of having to pay more for insurance premiums because of other people’s poor driving behaviour.
AXA, the first global insurance brand, is a People Protector: the Group is committed to better protecting people, day in and day out, before during and after the event, through proactive collaboration with public policy decision makers, education, information dissemination, and the design of relevant products & services. As a consequence, the AXA brand not only promotes safe driving but encourages it, amongst other things by properly rewarding good drivers.
This new AXA campaign is a real life experience, to raise people’s awareness and make them realize that nobody wants to pay for bad drivers.
With the help of a little old lady, Publicis tricked people on the street: on an ordinary market day in a small, tranquil town, an old lady is getting out of her parking space. On her way, she manages to knock over some motorbikes that fall over one by one, domino style, before crashing into a line of market stalls.
The reveal comes with a giant banner: "Nobody wants to pay for bad drivers. AXA rewards good drivers". This is the end of this bad driver’s adventure... who is actually the best stunt woman in Holland.
« Another bad driver »
AXA France :
Olivier Lecocq Group Marketing Director Brand, Advertising and Customer Experience
Paul Bennett Brand Advertising Director
Cécilia Gomez Brand Information Manager
Publicis Conseil :
International Creative Director : Véronique Sels
Account managers : Magali Bergeroux, Carine Johannes, Camille Del Boccio
TV Production (WAM): Pierre Marcus, Armelle Sudron