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December 7, 2010updated 13 Apr 2017 8:51am

Allianz talks up marketing drive

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

By LII editorial

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.

“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.

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