It is our strong point of view that branded entertainment via a digital-centric campaign which is rooted in social media is vital for creating interest and engagement. The digital environment is a much freer place to seed and spread content and it is definitely a more attractive way to connect with consumers in an engaging way. This, added with the fact that it was our goal to transform a tedious experience into something fun at its heart, with the goal of bringing the user to act as a driver to generate new situations.
Results
Challenge
No one ever reads insurance products portfolio. How to make people aware about Allianz' offers?
Objectives
Properly connect Allianz and its insurance product offerings to its targets while engaging them to discuss claims and risks of everyday ""real life""?
Strategy
Use real life situations to prove that Allianz's offer is indeed relevant and can insure you from A to Z.
Execution
It all started with a discovery : when the Google car went around the world to build Google Street View, it captured some of the most unexpected, awkward, hilarious situations. Allianz and Ogilvy then paired up with Google to associate each mishap with an actual insurance offer, creating a unique catalogue inspired by real life situations. Internet users were challenged to find additional Street View scenes, making the catalogue truly interactive and Allianz's offers more credible each time. A proof that Allianz can certainly insure you from A to Z.
Our strategy was to diffuse the content in a new way, that went beyond traditional paid media channels. We leveraged existing communities among bloggers and taped into the power of their already established readers bases as the 'media'.
We have invited bloggers to present them the website before public launch. Then, those bloggers published related articles and shared the video case on Youtube.
With its new communication campaign, Allianz reaffirmed its proximity with its customers and its presence in digital. ""Allianz Real Life"" embodies the modernity of the brand in innovative ways by revisiting the presentation of its insurance products and offering its customers a fun and playful digital experience.
The video content was shared via Twitter, Facebook and Youtube and created weeks of conversation.
In total the PR campaign generated in one week 507 publications online and 50 printed articles. After a launch tweeted every 10 seconds, traffic to the Allianz site increased eightfold. 2,5 million consultations with, on average, 38 mishaps viewed out of 45. In shops, catalogue demand increased 1300%. The most infuential bloggers in communication covered the launch of Allianz Real Life.