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. 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.
Creative Execution
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.
Insights, Strategy and the Idea
Insight
Have you even read through an entire insurance catalogue? Of course not. People looks at the insurance product once the accident occurred and it's too late. We might get interest using real life situations.
Strategy
Use real life situations to get interest in insurance products and prove that Allianz's offer is indeed relevant to insure you from A to Z.
Idea
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 every time. Allianz can certainly insure you from A to Z."