| Title | GRANDPA LEWIS |
| Brand | ALLIANZ SE |
| Product/Service | ALLIANZ FORMULA 1 SPONSORING |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
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
|
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. By telling this story, Allianz encourages people to dare to follow their instinct, and therefore grow in life.
Execution
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 through social media 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 with 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. 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 through social media 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 with 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. 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
The Situation
The Allianz Formula One Campaign used one of the biggest racing celebrities and put him in an entirely new and fresh context: Lewis Hamilton as a grandfather in the future, telling his grandchildren his life story.
The campaign, its social content components, and Lewis Hamilton’s great acting performance ensured this entertaining story generated tons of PR coverage.
The Strategy
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. Lewis Hamilton touting this message in a genuine, entertaining manner helps Allianz support young millenials making a splash in life who are completely uninterested in insurance.
Dare to. We're with you.