Using real-life situations to
market insurance is nothing new, but Allianz believes it has taken
the concept to a new level with its “One” campaign.

Launched in its home market
Germany in October, the campaign is being rolled out across many of
the 70 countries in which the insurer operates.

The campaign’s uniqueness is
that it enables Allianz employees and customers to share
experiences, said Allianz’s global head of market management,
Joseph Gross.

“Sharing knowledge can help
our customers make better financial decisions,” he
added.

To achieve knowledge sharing,
the campaign makes broad use of digital media.

“One gives all of our
customers a real voice and also connects us to our customers’ lives
365 days a year and at their key points of receptivity,” commented
Allianz head of global brand management Christian
Deuringer.

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“By doing so, the new
campaign significantly differentiates Allianz from its
competitors,” he continued.

Backing the campaign are
other delivery channels including press, TV, billboard and a global
airport campaign. TV and online advertising incorporate real
customers sharing experiences from real insurance cases with
viewers.

The campaign aligns with
Allianz’s “One brand” strategy under which some 80% of business is
conducted under the Allianz brand compared with 65% in 2007 and 36%
10 years ago. Recent major rebrandings include those of units in
Italy and France.

The branding campaign is
achieving notable success with the Allianz brand ranked 67th in
consultancy Interbrand’s 2010 ranking of the top global
brands.

Allianz’s ranking was up from 81st in 2009. Interbrand
valued Allianz’s brand at €4.9bn ($6.7bn) in 2010.