Title	GRANDPA LEWIS
Brand	ALLIANZ SE
Product/Service	ALLIANZ FORMULA 1 SPONSORING
Category	B03. Social for Mobile
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	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. With this story – told through short videos, made especially for Facebook and Instagram – 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. We gradually released a whole content series of short videos featuring Grandpa Lewis speaking to his grandchildren about daring and bravery. In another short content series Grandpa Lewis gives tips about what is important in life, told in sound and text for Facebook and Instagram users who watch tend to video with no sound.

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. We gradually released a whole content series of short videos featuring Grandpa Lewis speaking to his grandchildren about daring and bravery. In another short content series Grandpa Lewis gives tips about what is important in life, told in sound and text for Facebook and Instagram users who watch tend to video with no sound.

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.