Winners & Shortlists

REAL LIFE POWERED BY STREET VIEW

Bronze Eurobest

Case Film

Presentation Board

TitleREAL LIFE POWERED BY STREET VIEW
BrandALLIANZ
Product/ServiceALL PRODUCTS
Category B05. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
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

Results and Effectiveness

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."