AXA lance son application mobile dédiée au Rugby

Mardi 16 Décembre, l’entreprise d’assurance AXA réaffirmait son implication dans le rugby français avec sa campagne « AXA, le Rugby au cœur », et en profitait pour lancer sa nouvelle application mobile AXA Rugby Expérience, une application de live-gaming dédiée aux fans de rugby.

Le Rugby est un sport qui véhicule des valeurs fortes comme la confiance, la solidarité, l’esprit d’équipe, la victoire ou encore l’amitié, ce sport à donc une image très positive auprès du grand public, si bien que les entreprises ont très vite compris l’intérêt qu’elles avaient de s’associer à cette discipline. En effet, une entreprise s’impliquant dans le rugby peut par la suite bénéficier de l’image de ce sport, et développer sa stratégie de communication autour des valeurs du Rugby, grâce à différentes activations.

La marque AXA a rapidement compris l’opportunité qu’elle avait à s’associer au rugby, car cela fait aujourd’hui 10 ans que l’entreprise s’engage pour ce sport.

Un engagement qui se caractérise par différentes actions :

Capture d’écran 2014-12-18 à 12.02.51

  • Le sponsoring de club, qu’ils soient professionnels comme le Stade Français Paris, universitaire comme HEC ou amateur comme une cinquantaine de club en France, l’assureur soutient les clubs de rubgy dans leurs développements et les accompagne durant leurs saisons sportives.
  • Le partenariat avec Provale (union des joueurs de rugby professionnels) pour l’accompagnement des joueurs dans leurs reconversions grâce à des formations aux métiers de l’assurance et de la banque.

Et pour compléter le dispositif autour du Rugby, AXA lance sa nouvelle application mobile dédiée au Rugby : AXA Rugby Expérience.

Partant du postulat suivant : « Comment toucher les fans de rugby, pour les rassembler et les connecter ? »

L’entreprise d’assurance à décidé de développer une application unique en Europe, permettant de fédérer les fans de rugby autour d’un produit où ces derniers pourront « vivre le rugby au cœur des matchs » : en réalisant des pronostics sur les faits de matchs, mais surtout en échangant avec toute la communauté, comme nous le confirme le Directeur Marketing d’AXA : « L’objectif est de pronostiquer en live sur les faits de matchs, pour gagner des lots ».


A partir du 18 décembre 2014, les passionnés pourront télécharger AXA Rugby Expérience, sur l’Apple Store ou l’Android Store. L’application permettra aussi de remporter un grand nombre de lots dont des places de matchs, des maillots dédicacés, ou encore des visites de stade, etc.

Capture d’écran 2014-12-18 à 11.11.36


Cette application dite de live-gaming sera aussi associée au compte twitter @LeBeauRugby, où la communauté pourra découvrir chaque jour des images de beaux jeux, le beau geste et le bel esprit.


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