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 digital communication as a forefront player.
Describe how the promotion developed from concept to implementation
One of the main challenges was to generate an insurance product portfolio that people would actually read. The idea 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.
Describe the success of the promotion with both client and consumer including some quantifiable 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 infuential bloggers in communication covered the launch of Allianz Real Life.
Explain why the method of promotion was most relevant to the product or service
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.