The global campaign does not promote products – it leaves that up to the local Allianz companies. Instead, it proclaims the brand promise that in all life's important moments, customers can be confident that the Allianz Group will be there for them. That they can place their confidence in a global financial services provider that addresses the fundamental financial concerns of people everywhere: safeguarding their families and businesses, insuring cars and buildings, providing for their children's education and their own retirement, and accumulating assets.
"With the 'Allianz Moments' campaign, we are positioning ourselves as a modern global financial services provider who can draw on strengths in insurance, asset management and banking to provide customers with individual 'financial solutions from A-Z,' " explains Steven Althaus, Head of Marketing Communication at Allianz. "To ensure this global campaign also takes into account regional needs, we have consulted closely with colleagues in our group companies worldwide," he continues.
"Allianz Moments" gets underway
Return to the international stage
"Before we could launch such a large brand campaign, we had to be sure that our business had reestablished a solid enough basis to inspire confidence," says Althaus. The new campaign shows what we have achieved in the last few years through restructuring, a new business model and the +One initiatives: the Allianz Group lives and breathes customer focus."
"We're now back with excellent results," announced Allianz CEO Michael Diekmann regarding the campaign's launch, "and we are working hard at turning our whole organization into a consistently customer-centric, fast, efficient and flexible solutions provider for financial services. We are swearing our entire business to this, and we are increasingly working together across our business lines and geographical boundaries to come up with the most compelling solution for our clients."
"Allianz Moments" is based on comprehensive market research, feedback from the Customer Focus Initiative, and the Net Promoter Score, which measures customers' willingness to recommend Allianz to others. According to Althaus, "at decisive times in their lives, customers want a reliable partner by their side. They want service that makes them feel valued and a financial services provider who in 30 years time will still be able to keep the promises it makes today. That is what our brand stands for."
During the run-up to the global campaign last fall, Allianz initiated an internal campaign inviting employees to share their customer experiences or "moments" with each other via a special intranet site. So far 30,000 employees have visited the site and as the new global campaign kicks off, more experience reports will be collected.
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Allianz Moments in global brand advertising
"Allianz Moments" focuses on everyday moments in the lives of Allianz customers, demonstrating that in these situations they can rely on Allianz to find the best financial solutions for their needs. In Europe and Asia the campaign focuses on moments when safeguarding the family, house or car, providing for retirement, or choosing the right investment solution is important.
In the USA, by contrast, the brand campaign makes the most of Allianz's sponsorship of the America's Cup and focuses on competence in asset and risk management. "Allianz is the main sponsor of the BMW Oracle Racing Team, the only American entry in this year's Cup," explains Althaus, "so in the USA in particular that guarantees us above-average brand exposure."
The Allianz campaign utilizes all advertising channels, appearing in global and supra-regional TV, print and online media such as Bloomberg, CNBC and Fortune, as well as at international airports. In fall 2007, the campaign will be extended to local business media in the Allianz Group's 17 key markets.
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