The heart of insurance advertising is not, in fact, being remembered. Allianz’ new campaign, Because it matters, sticks in the thing that makes people move – their hearts.
Every insurance brand has a mnemonic. Ahhh-llianz was the most memorable, no question. By the end of its run, it also got on your nerves. MercerBell has realised that being remembered isn’t all there is for a brand in advertising. And insurance companies can tout, “what we offer,” until the cows come home and cause claimable damage in your living room. What makes people change insurance companies is what’s in it for them. New TVC, Because it matters, sends people a very strong message about what’s in it for them.
Allianz head of brand and marketing, Dominic Brandon, commented, “People are remembering the Allianz name, but we could do more to let consumers know what we stand for. We needed to find a way to articulate our position. And the new campaign, Because it matters, is key. Because it matters was driven by the insight that when people buy insurance, they’re not simply protecting cars or houses or businesses. They’re actually protecting homes, journeys, destinations and livelihoods. That’s what matters to our customers. And that’s why they should choose Allianz.”
The first ad off the block launched on December 21. Firstly, it subverts viewers’ turn off button (insurance companies are prolific TV advertisers). Its opening is the question, “Why do cars matter?” If that doesn’t make you stop and think, you are not living in the 21st century. Secondly, it touches your own real life memories. The moments you’d miss without a car are (school) grand finals, (impromptu) business meetings and birthdays (as in, birth days). Thirdly, there’s a subtle touch of humour. A human touch, if you will. That’s the “this brand gets me” moment. Then, after it has won the trifecta, it introduces the brand.
If you listen very carefully, the ahhs are in there. Deep inside the voice track – good call.
How wonderful will it be if MercerBell can maintain this campaign’s surprise, intrigue and interest in the long term. Message to all insurance companies, flogging an overworked horse won’t achieve much.
The campaign is upported online, on radio and in cinemas. There’s also a competition inviting Australians to share photos through social media of what matters to them – #whatiliveformatters.
Creative credits:
Creative Agency: MercerBell
Executive creative director: David Bell
Creative group head: Liz Kain
Senior art director: Mike Nikotin
Agency producer – Baz Milas
Production Company: The Feds
Director: Graeme Burfoot
Producer: Julianne Shelton
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