• AXA UK partners with Sky and News UK on cross platform sponsored content project

    October 5th 2018. Posted in Corporate

    • AXA and Sky will produce three short documentaries on driverless cars, the AXA Research Fund and AXA’s Health Tech & You Awards presented by comedian, presenter and author Sue Perkins
    • As part of the new partnership, AXA and News UK’s Bridge Studio will produce four features for the Sunday Times Magazine
    • AXA will also work with talkRADIO and appear on the Eamonn Holmes Drivetime show


    AXA UK has partnered with Sky Media and News UK’s Bridge Studio to produce a range of sponsored video, print and audio content.

    As part of the collaboration, brokered by agency Havas Media, Sky will produce three short five to 10-minute documentaries presented by Sue Perkins, The Sunday Times Magazine will publish four longform features and talkRADIO, part of the Wireless Group, will feature AXA on Eamonn Holmes Drivetime Show.

    The short documentaries will be promoted by Sky TV adverts, which will be aired across Sky Media’s portfolio of 150 channels. The adverts will encourage viewers to watch the full film, available via the red button. The ads will also be delivered via Sky's innovative TV service, Sky AdSmart to target specific audiences.

    The documentary content will centre around driverless cars, projects supported by the AXA Research Fund and AXA’s Health Tech & You Awards, which supports the work of health tech innovators. The partnership will allow AXA to talk to a wider audience, and in more detail, about its current work and strategy to build a better future for its customers.

    The first documentary on driverless cars, which also features Formula One Driver and pundit Paul Di Resta, will go live on 5 October, with the second and third films following in January and April next year. The Sunday Times Magazine articles will be published in October and November, while the radio content will be broadcast throughout October, November and January 2019.

    “Last year, we launched a new strategy, to show how we are restless to help make people’s lives better and safer now and in the future. The work we do at AXA is about much more than insurance and our role in the development of driverless cars, our work with researchers across the world and our support of health technology innovators underlines this. We want to discuss our efforts in the public forum and this partnership allows us to do just that.” [Karen Robson, Head of Marketing Communications, AXA UK]

    “Through this multi-faceted campaign, AXA is daring to be different by using engaging content to share positive and empowering messages around future health tech and driverless cars. Using our pioneering addressable TV technology, Sky AdSmart, the mini documentaries will be able to better connect with AXA’s key audiences in the safe and trusted environment of TV.” [Rachel Bristow, Director of Partnerships at Sky Media]

    "We are delighted that we are working in partnership with AXA and Sky Media. AXA funds vital research into tackling the challenges of dementia and Alzheimer’s and is determined to increase the quality of life and mobility for everyone in Britain. This campaign does a really important job in shining a light on the great efforts to improve and protect us all both now and in the future." [Mark Field, Director of Bridge Studio at News UK]

    AXA is playing a pivotal role in bringing driverless cars to the UK, which will make roads safer and bring a range of mobility solutions and is part of five government trials.

    The AXA Research Fund, which provides funding for health, environment, social and economic research, has dedicated EUR 180m since it was launched in 2008.

    The AXA Health Tech & You programme discovers, promotes and supports the inventors and innovations in the exciting field of health tech.

    Media Contacts 
    Notes for Editors 


    The AXA Group is a worldwide leader in insurance and asset management, with 165,000 employees serving 107 million clients in 64 countries. In 2016, IFRS revenues amounted to Euro 100.2 billion and IFRS underlying earnings to Euro 5.7 billion. AXA had Euro 1,429 billion in assets under management as of December 31, 2016. In 2016 Interbrand ranked AXA the 1st insurance brand worldwide for the 8th consecutive year.

    In the UK AXA operates through a number of business units including: AXA Insurance, AXA PPP healthcare and AXA Ireland. AXA employees around 10,000 staff in the UK.

    The AXA ordinary share is listed on compartment A of Euronext Paris under the ticker symbol CS (ISN FR 0000120628 – Bloomberg: CS FP – Reuters: AXAF.PA). AXA’s American Depository Share is also quoted on the OTC QX platform under the ticker symbol AXAHY.

    The AXA Group is included in the main international SRI indexes, such as Dow Jones Sustainability Index (DJSI) and FTSE4GOOD.

    It is a founding member of the UN Environment Programme’s Finance Initiative (UNEP FI) Principles for Sustainable Insurance and a signatory of the UN Principles for Responsible Investment.

     Corporate Responsibility strategy: 


     SRI ratings: 


    Legal Notes 


    Certain statements contained herein may be forward-looking statements including, but not limited to, statements that are predictions of or indicate future events, trends, plans or objectives. Undue reliance should not be placed on such statements because, by their nature, they are subject to known and unknown risks and uncertainties and can be affected by other factors that could cause actual results and AXA’s plans and objectives to differ materially from those expressed or implied in the forward looking statements. Please refer to Part 4 - “Risk factors and risk management” of AXA’s Document de Référence (Annual Report) for the year ended December 31, 2016, for a description of certain important factors, risks and uncertainties that may affect AXA’s business, and/or results of operations. AXA undertakes no obligation to publicly update or revise any of these forward-looking statements, whether to reflect new information, future events or circumstances or otherwise.