Title	THE INGRESS AXA SHIELD: THE ULTIMATE PROTECTION
Brand	AXA
Product/Service	AXA SHIELD
Category	A03. Brand or Product Integration into an existing programme or platform
Entrant Company	PUBLICIS CONSEIL Paris, FRANCE
Contributing Company	PUBLICIS CONSEIL Paris, FRANCE
Production Company	PRODIGIOUS Saint-Denis, FRANCE
Production Company 2	GANG FILMS Paris, FRANCE

Name	Company	Position
Cedric Gueret	Publicis Conseil	Executive Creative Director
Frederic Royer	Publicis Conseil	Creative Director
Gerald Schmite	Publicis Conseil	Art Director
Nicolas Schmitt	Publicis Conseil	Copywriter
Pierre Desangles/Magali Bergeroux/Julien Jacques/Camille Serrand	Publicis Conseil	Account Managers
Alastair Maclean	Publicis Conseil	Head of Planning
Pierre Robinet	Publicis Conseil	Digital Director
Frederic Tardy/Paul Benett/Cecilia Gomez	AXA	Advertiser Supervisors
John Hanke/Mathieu de Fayet	Google	Partner
Rob Sanders/Nathalie Le Caer	GANG FILMS PARIS	Producer/Post Production
Pierre Marcus/Benjamin Besnaïou	Prodigious	TV Producers
Carlos Serrano/Elodie Siliart/Till Buisson	Prodigious	Business Affairs

The Campaign

Context: Protection, we all need it. We all have something to protect in our life. But for us at AXA, protection it is our calling. We are relentlessly analyzing the future evolutions of society to innovate for tomorrow's generations. The problem is protection and prudence is a little bit boring…for some people. Challenge: We wanted to engage with a more tech savvy audience, more engaged with what is on their horizon, than what they can lose. Objective: How to connect with them, make them understand the scale and importance of the protection, and create a new relationship with this audience that could help us drive them to our brand and business? Strategy: We took the realm that interested them most: the world of digital gaming, becoming the first insurance company that can protect you both in the physical and virtual world. Executions: What better partnership than Ingress, the worldwide alternate reality mobile game from Google Niantic Labs. A unique game in which real and virtual are intimately linked, where over 10 million people in 200 countries, compete for territory to control the fate of the planet. >With Ingress' creators, we integrated AXA into the game's fiction story. >We are turning 20 000 AXA retail agencies around the world into interactive virtual portals >We capitalized on the mobility at heart of the game, and built branded health missions, inviting players to discover AXA Health programs. >Above all, we created the strongest and most sought after protection asset: the AXA Shield. And to spread it to the world, we created a unique online fiction about an impossible love story between 2 members of opposite factions, building on the myth of Romeo and Juliet and taking our protection promise to a whole new emotional level.

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. 2.8 million AXA Shields were deployed allowing gamers to protect as many positions. AXA agencies generated 1.9 million cumulated daily game actions. AXA has interacted physically with over 33 000 players during Ingress worldwide live events. All of this generating thousands of positive interactions for AXA on social networks.

This campaign is all about content, as we placed AXA at the heart of one of the most amazing virtual reality game in the world and built with authors branded content and items into the game. By working close to Google Niantic's Lab authors we gave a role to the brand into INGRESS through many forms and contents. All contents produced and developed nourish our brand strategy,and are very useful for gamers who have appropriated very well all new items, missions, territories we have created. Those content actively contributed to the whole game story. One of the most impressive content that illustrates well we opposed this campaign to any other forms of advertising is the AXA Shield, which becomes the strongest protection asset of the game. This item is now at heart of so many discussions in the virtual and real world and generated thousands of new user generated contents.