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AXA Group unveils its new global brand positioning: "Know you can"


Press Release

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February 1, 2019

published at 8:45 AM CET

AXA unveiled today its new tagline, which will be rolled out across all its markets in the next year: "Know you can". This positioning symbolizes AXA's new promise to its customers, that of being the encouraging partner who helps them feel more confident to achieve their goals and go further. This new promise plays an integral role in the deployment of AXA's strategic ambition to transition from payer to partner to its customers.

The new tagline will be deployed with a global campaign featuring one of history’s greatest tennis champions Serena Williams. Embodying success and self-belief, this campaign symbolizes AXA's values and ambition. The films with Serena Williams will be at the heart of a comprehensive communications campaign also featuring Liverpool Football Club players* and AXA's strategic business segments, health, protection and commercial lines insurance, and local market proofs illustrating the Group's commitment to its customers.

Thomas Buberl

Chief Executive Officer of AXA

I am very proud of this new global campaign. Know You Can perfectly symbolizes the ambition we have of making AXA a partner capable of helping our clients believe a better life is possible. It also embodies our company culture, which has made a small French mutual become a world leader in insurance

Paul Bennett

AXA Brand Director

This new tagline and campaign in partnership with sports legends is a major milestone in AXA's branding strategy. They embody a new ambition in the promise we make to our customers and for the place we want the AXA brand to earn in the world

Launching on February 2nd in Germany, then in Hong Kong in the middle of the month, it will be deployed in France in the spring, followed by other markets across Europe, Asia and Latin America.

To see the campaign:

*AXA is the Global Insurance Partner of Liverpool Football Club.        


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