Publicis Sport and AXA Capture the Confidence of Liverpool FC and Liverpool FC Women Players

During the Covid-19 pandemic we saw a side to football which has never been seen before: a game without fans in stadiums. With no spectators to chant and cheer, the fans watching at home could finally hear what the players were saying to each other on the pitch, and gain an insight into the messages of confidence and support to their teammates.

This is part of what makes Liverpool FC so special and unique.

This collective confidence is perfectly in line with AXA’s ‘Know You Can’ brand promise, demonstrating that it is when you feel supported and well accompanied, that you can free yourself, give your best, and progress in the accomplishments of your personal challenges.

Publicis Sport recommended to AXA, as Official Training Partner of Liverpool FC, a way to capture this confidence, and as a result ‘Simon’ was born. This funny character, a great fan of the club and sound recordist, had one mission: to transmit to as many people as possible the confidence of one of the best clubs in the world.

Equipped with a sound boom, we took him to the AXA Training Centre for a day, to record the players. Every word captured, every sentence recorded, has been compiled by AXA into a unique object that will offer motivational messages to all who need it.

The result of this work is ‘Touch of Confidence’, a button that boosts your confidence on a daily basis. With the touch of this button, you’ll be able to hear Liverpool FC players cheering you on, as if you were on the pitch with them. There is nothing like a good dose of motivation from the Liverpool FC team to brighten up your day when you are trying to complete your daily tasks.

Publicis Sport and AXA went to the Liverpool FC AXA Training Centre in Kirkby in November 2021 to create a 90-second film to narrate this story, which was compliant with all Covid regulations. Moreover to take it a step further, all Liverpool FC fans were able to try their luck at winning this button via a competition on the club’s social networks, with only 150 limited edition pieces available.

As Reds captain Jordan Henderson would say: 'Come on mate, you know you can do it!'