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AXA UK partners with Sky Media and News UK on first ever TV partnership

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

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, 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 today, 5 October, with the second and third films following in January and April next year.

“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, 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]

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

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