Winners & Shortlists

REAL LIFE POWERED BY STREET VIEW

TitleREAL LIFE POWERED BY STREET VIEW
BrandALLIANZ
Product/ServiceALL 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
Credits
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.