AXA “Three Words” Wins the Titanium Grand Prix at Cannes Lions

Three little words can save a life …

Source: Cannes Lions

This winning campaign from Cannes Lions may just stop you in your tracks. It’s from AXA, the leading insurance provider in France, including policies for home insurance.

The brand discovered that many women who suffer from domestic violence are not able to leave their home because they don’t have the resources to do so. By adding three little words to their home insurance policies … “or domestic violence” … the brand gave women the option to cash in their policies and receive the funds necessary to leave their situations.

Now that’s powerful. A brand taking the action it can to help its customers solve a problem. A serious problem where perhaps there was no other solution.

Take a look at the awards submission, it will, as I promised, stop you in your tracks …

This is the power of marketing. The power of doing marketing for good. The power of giving back to your customers who need help. In this case to domestic violence sufferers who need a way out. With just three words, AXA gave their customers that way out.

Important to note that this campaign didn’t just win at Cannes Lions. It won the Titanium Grand Prix which is the equivalent of Best In Show, taking the winners in each category and selecting the best of the best of all the winners. Yes, this one is just that good, because of the good it is doing.

Thank you AXA, for helping your customers to win in life.

What’s your experience? JIM