We were asked by Allianz to reposition the brand and create a national campaign that resonated powerfully in Irish culture and drove insurance sales. Not easy in a category that is notoriously commoditised.
Insurance is a traditionally low-interest category known for ‘you never know when things will go wrong’ kind of comms. But we knew that the real role of insurance is not one of ‘fixer’ but is in fact one of ‘facilitator’. Nothing great happens without insurance. It is insurance that facilitates great feats of courage, from allowing your teenager to get behind the wheel to being the first woman to attempt a transatlantic solo flight.
We developed a new brand platform ‘ We Cover Courage’.
We told the stories of two people who had epitomised the spirit of courage: Donogh O’Malley who, in 1966, announced free education in Ireland with no political support; and Ellen Keane, an Irish bronze medal winner at the 2016 Rio Paralympics, who Allianz proudly sponsors. The idea was brought to life across TV, outdoor, digital, social, sponsorship and PR.
Brand consideration has increased by 10 percentage points which is an amazing achievement for a category that is stagnant.
Our campaign achieved instant nationwide attention for Allianz. The ads were covered in The Irish Times, The Irish Sun, The Irish Mirror, The Irish Mail on Sunday, Sunday Business Post, selected by IMJ for ad of the week and by the influential The Drum marketing magazine as one of the top five global ads of the month.