Cummins&Partners has produced its first work for Allianz after it won the account at the end of last year.
MercerBell, which had held the account for seven years, had declined to re-pitch. The agency was acquired by Saatchi & Saatchi in February 2016.
The new campaign is patently tactical, aimed at fighting against the trend among some of its competitors of assessing premiums with car use (or lack of use) factored in.
It encourages people to use their cars and inspires them with the benefits of doing so.
Sascha Hunt, group marketing manager at Allianz Australia, commented, “We saw an opportunity to be different in a category that’s typically focused on the negative consequences. For us, it’s not about creating warnings around the bad that could occur. Instead we want to inspire the freedom that comes from being insured.”
Allianz’ famous Ahhh-llianz line is missing, not for the first time. MercerBell removed it (and promoting negative consequences) at the end of 2014.
…but brought both back in later campaigns.
The new campaign is underscore by the track Chase That Feeling from Australian hip-hop group, Hilltop Hoods and will extend across the full product range.
It will be supported by YouTube pre-rolls, online banners, free-to-air and cable TV, radio, print, online and outdoor media.
“The message and feeling of this campaign is very positive. It has been made to motivate Australians to get out there and live their lives, knowing that Allianz has got their backs,” commented Kylie Jones, head of creative services, brand and media at Allianz Australia. Chase That Feeling captures this sentiment perfectly.”
Credits:
Agency: Cummins&Partners
Production & post production company: Finch
Director: Jae Morrison
Producer: Camilla Mazzaferro
Editor: Drew Thompson @ ARC
Sound Design: Song Zu
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