Title	REAL LIFE POWERED BY STREET VIEW
Brand	ALLIANZ
Product/Service	ALL PRODUCTS
Category	A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company	FIGHTING FISH Clichy, FRANCE
Advertising Agency	OGILVY & MATHER Paris, FRANCE
Production Company	FIGHTING FISH Clichy, FRANCE

Name	Company	Position
Anne/Dominique Legrand	ALLIANZ	Head Of Communication
Lydie Hippon/Darde	ALLIANZ	Head Of Brand
Delphine Asseraf	ALLIANZ	Head Of Digital
Chris Garbutt	OGILVY/MATHER PARIS	Chief Creative Officer
Baptiste Clinet	OGILVY/MATHER PARIS	Creative Director
Nicolas Lautier	OGILVY/MATHER PARIS	Creative Director
Salomé Jestin	OGILVY/MATHER PARIS	Art Director
Charles/Henry Joyaut	OGILVY/MATHER PARIS	Copywritter
Batoul Hassoun	OGILVY/MATHER PARIS	Account Director
Jean Pousson/Ribis	OGILVY/MATHER PARIS	Account Manager
Victor Raimond	OGILVY/MATHER PARIS	Digital Project Manager
Benjamin Przespolewski	Fighting Fish	Digital Creative Director
Sami Meziani	Fighting Fish	Technical Director
Samir Semanoune	Fighting Fish	Digital Producer

The Brief

Allianz Real Life came proactively in the context of a broader brief for the new campaign. The client asked us to set up a new message and plenty of voice with a multi media channel approach. Our client wanted to reaffirm its proximity with its customers and its presence in communication as a forefront player.

Creative Execution

On the Allianz Real Life website customers are encourage to click on the pins across the globe to discover the multiple situations. Then, once the google image with a given situation is on the screen, just by clicking on the learn more button customers are directed to the Allianz website where the same insurance service is offered. This is an innovative and unique way to advertise and subsequently subscribe to all Allianz possible offers.

Describe the creative solution to the brief/objective.

One of the main challenges was to generate an insurance product portfolio that people would actually read. The ideia was to use real life situations to prove that Allianz's offer is indeed relevant and can insure you from A to Z. 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.

Results

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 influential bloggers in communication covered the launch of Allianz Real Life.