Rugby is undoubtedly the sport with the closest brand

You present this 3-minute film as an “event format” and a world first for an insurer: what specific KPIs, beyond the classic GRP, will you follow to evaluate its effectiveness (AXA’s visibility in women’s rugby, consideration, brand attribution, intention to engage)?

Indeed, it is an “event format” film, asserting a very strong stance. Firstly, its length, close to three minutes, is unusual for an insurance brand. Secondly, its message is clear. The film does not sugarcoat, but tells a real, uncompromising story. The very positive initial reactions show that it’s making an impact. We also noticed a peak in internet searches for terms like “AXA ad” and “Rugby ad,” confirming that the TV effect worked well.

The challenge now is to measure its reception and long-term impact. It’s too early to draw definitive conclusions. Our ambition is for this unprecedented campaign, in terms of format, quality level, and narrative stance, to enhance brand preference for AXA.

In the short term, within the campaign’s strict scope, we will analyze all exposure and engagement indicators. These include impressions, complete views, completion rates, engagement, social media shares, and the quality of reactions based on their tone.

At a broader level, this film aims to support AXA’s brand positioning. We will pay close attention to its impact on brand consideration and perception, especially in key areas like societal engagement, credibility of our support for women’s sports, and the association of this commitment with AXA.

Another key KPI is the internal impact, measuring how this film affects our employer brand and the engagement of our employees and distribution networks. This is crucial, as rugby is deeply popular and ingrained in many regions.

Thanks to our network of agents and advisors across France, we are already seeing the enthusiasm generated by this campaign. Many have reported messages of satisfaction from their policyholders, as well as individuals they encounter in the field, clubs, and communities. This positive feedback is a valuable indicator of resonance and ownership.

AXA claims to be the first company engaged across the entire spectrum of women’s rugby, from amateur leagues to the French national team: in terms of brand strategy, what is the exact positioning objective (leading women’s insurer, supporter of women’s sports, French Rugby Federation partner) and how do you measure this shift in the public’s perception?

For several years, AXA has supported women at different life stages to provide equal opportunities for success as men. By supporting women’s sports, we aim to inspire a generation to move, dream, and achieve, not just athletes. Our goal is not to be the official insurer of women’s rugby, but a key player supporting the sport, committed to women and the structures supporting them at all levels of participation. This alignment is coherent, as rugby is a sport closely aligned with our brand. Internally, the partnership has generated significant enthusiasm.

Measuring the shift in public perception involves tracking various indicators: changes in the number of female players and audiences at major matches, shifts in the association between AXA and women’s sports, improvements in image scores linked to societal engagement and gender equality, and the media visibility of women’s rugby supported by AXA.

You are investing in a premium media campaign around the Six Nations Tournament and the “Women in the Field” program for 50 amateur clubs: how is the effort divided between communication and grassroots activities, and what internal business indicators (customer acquisition, HR image, retention, local agent business) are you monitoring to justify this long-term partnership?

This is our first year of partnership. Therefore, communication receives the majority of focus initially to explain AXA’s genuine commitment to women’s rugby. This commitment will enable us, with legitimacy, to develop numerous local initiatives, especially through our networks.

The film directly addresses sexist stereotypes that have long hindered women’s rugby: have you identified risks of backlash or criticism (too provocative tone, marketing exploitation) and how have you anticipated these in your messaging and collaboration with the FFR and players?

The film indeed confronts long-standing sexist stereotypes that have hampered women’s rugby. Developed with Publicis in collaboration with the French Rugby Federation and players from the elite squads, the film’s authenticity resonates with those directly affected. While some negative reactions were expected, overwhelmingly, feedback has been positive from various stakeholders.

AXA highlights the promise to “support women on all fronts,” including psychological, financial, and logistical support: beyond advertising, what concrete products, services, or initiatives (offers, support, prevention, club insurance) embody this promise in your role as an insurer?

AXA’s commitment to supporting women is reflected in tangible actions of prevention, protection, and support at the core of our insurance business. These include prevention initiatives by AXA Prévention, focusing on women, and integrating new guarantees against domestic violence in all AXA home insurance policies since 2025.

AXA also actively supports caregivers, often women, through dedicated services and offerings (psychological support, organizational assistance, etc.). Additionally, through the Elle’s Angels sponsorship program, AXA France has been assisting women victims in legal proceedings since 2015.

The campaign is designed as a long-term narrative, not just a one-off for the 2026 Six Nations: what are the next steps already taken (new creations, digital content, club activations, statements from female AXA employees) to extend this commitment and avoid being a “one-shot” effort?

From the start, this campaign was envisioned as a long-term story, not just a highlight around the Six Nations. It aims to accompany and showcase concrete commitments since partnering with the French women’s team and the AXA Elite 1 Championship. The partnership taps into the deep popularity of rugby, resonating strongly with our agents and advisors. Several activations are underway, including regional conventions uniting AXA agents, players, coaches, and local stakeholders. These interactions aim to promote women’s rugby and build community connections. AXA is also a partner of the Stars of Women’s Rugby 2025 and further support clubs in the AXA Elite 1 and Elite 2 championships. A key focus is on developing female participation. Starting in September, through the Women in the Field initiative, AXA will provide full equipment kits to 50 clubs to address practical barriers to women’s rugby participation.