| Title | GRANDPA LEWIS |
| Brand | ALLIANZ SE |
| Product/Service | ALLIANZ FORMULA 1 SPONSORING |
| Category |
B04. Use of Original Composition for a Brand or Campaign |
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Entrant
|
OGILVY GERMANY Frankfurt, GERMANY
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Idea Creation
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OGILVY GERMANY Frankfurt, GERMANY
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Media Placement
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OGILVY GERMANY Frankfurt, GERMANY
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PR
|
OGILVY GERMANY Frankfurt, GERMANY
|
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Production
|
OGILVY GERMANY Frankfurt, GERMANY
|
Credits
| Britta Poetzsch |
Ogilvy & Mather Germany GmbH |
Global Executive Creative Director |
The Campaign
We used one of Formula One’s biggest celebrities to connect with the Formula One Community and a wider audience. Lewis Hamilton is an 80-year-old man telling his life story to his grandchildren, showing his instinctive decisions have always brought him success. It is a relevant, entertaining way to demonstrate that sports can reflect real life. With this story, Allianz encourages 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 racing fans and people who don’t follow racing 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, reaching a huge, global audience.
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 allows Allianz to use sports figures and situations to convey the possibilities that open to us when we dare to move forward.
Dare to. We're with you.