Title	GRANDPA LEWIS
Brand	ALLIANZ SE
Product/Service	ALLIANZ FORMULA 1 SPONSORING
Category	A07. Talent
Entrant	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation	OGILVY GERMANY Frankfurt, GERMANY
Media Placement	OGILVY GERMANY Frankfurt, GERMANY
PR	OGILVY GERMANY Frankfurt, GERMANY
Production	OGILVY GERMANY Frankfurt, GERMANY

Name	Company	Position
Britta Poetzsch	Ogilvy & Mather Germany GmbH	Global Executive Creative Director

The Campaign

We used one of the most famous Formula One celebrity to connect with the Formula One Community. Lewis Hamilton is an 80 year old man retelling his life story to his grandchildren to demonstrate that his instinctive decisions that have always brought him success. With this story, Allianz insurance want to encourage people to dare to follow their instinct and therefore grow in life.

Creative Execution

Designed for mobile consumption, the content series was created using a variety of film and stills formats. We engaged people with our story using bite-size snacks and longer form engagement pieces that disrupted the news feeds of our target. Those who reacted were retargeted to deepen brand relationships We started in April 16 with a mysterious post on Instagram and Facebook, where Lewis Hamilton was shown during the make-up process. Then we fed the Formula 1 community a video showing the whole transformation. In June, we finally told the whole story of Grandpa Lewis in a short video.

26 Mio Reach 336 Mio PR Contacts 30 Mio Impressions 500 tsd. Reactions

The Allianz Formula One Campaign took one of world’s biggest racing celebrities and put him in a context we had never seen him in before: Lewis Hamilton in the future, as a grandfather, sharing life lessons with his grandchildren. The campaign built on this entertaining story by generating tons of social content that was so entertaining the press joined the global discussion with coverage of the campaign.

With its forward looking and encouraging approach, Allianz stands out from the fear mongering of other insurance companies. Allianz does not scare people about the future, but encourages them to boldly take the next step. This supports young millenials making a splash in life who are completely uninterested in insurance. Dare to. We're with you.