Allianz has reached a new milestone in its brand strategy by launching its new international campaign. The central focus of the "One" campaign is sharing knowledge and experience of real people in authentic situations. The campaign brings Allianz – the global financial services provider with more than 75 million customers in over 70 countries - another step closer to building the world's strongest financial community.
Allianz features real people and real life in new campaign
Sharing the knowledge of real people in authentic situations
"The "One" campaign is unique in its approach and content, because it calls upon the wealth of meaningful knowledge and experience of our clients and employees. Sharing this knowledge can help customers make better financial decisions and help them to move on and up in life," says Joe Gross, Global Head of Market Management at Allianz SE.
In order to really share knowledge, the "One" campaign makes broad use of the digital space. "One" encourages dialogue, engagement and participation by being online and interactive and by incorporating user generated content. Other delivery channels include press, TV, billboard and a global airport campaign. Local adaptations use the different channels with different emphases, however they all use the central "sharing knowledge" theme.
"The campaign works with real people in authentic situations who give genuine advice or share a meaningful piece of experience," says Christian Deuringer, Head of Global Brand Management at Allianz SE. "One" gives our customers a voice and connects us to our customers' lives 365 days a year and at their key points of receptivity. By doing so, the new campaign significantly differentiates Allianz from its competitors, proving the value of being part of the world's strongest financial community."
Joseph Gross: "Sharing knowledge can help our customers make better financial decisions and help them to move on and up in life"
Unique multi-local approach
"One" uses a multi-local approach for the first time. "The campaign is a global idea executed locally using local competencies, local people as well as local language," explains Deuringer. The campaign was designed by Allianz SE in a co-creation process involving local Allianz companies or global business lines together and the lead agency Grey.
During fall 2010 and 2011 Allianz companies around the world are launching "One." Allianz Germany, the Group's largest subsidiary, launches "One" on October 18 in the German home market. The local adaptation there includes TV and online spots where real customers share experience from real insurance cases with the viewers.
Other Allianz companies that have already launched "One" are: Allianz Life and Allianz Global Investors in the USA, as well as Allianz in Hungary, Czech Republic, Slovakia and Austria. An airport campaign in Munich, Frankfurt, London (LHR, LCY), Paris (CDG), New York (JFK) and Hong Kong is being launched on October 18.
Christian Deuringer: "The campaign is a global idea executed locally using local competencies, local people as well as local language"
Consistent "One" brand positioning
The "One" campaign perfectly fits with the execution of the Allianz "One brand" strategy. Currently, some 80 percent of Allianz business is conducted under the Allianz brand – making Allianz one of the most important brands both in the home market Germany and worldwide. Ten years ago only 36 percent of business was Allianz-branded.
"Allianz is competitive a long-established market player and our employees are committed to deliver excellence to our customers," says Joe Gross. "This together with our consistent brand communication strategy helps us to build the world' strongest financial community."
The Market Management function was established at Allianz subsidiaries to strengthen customer focus and branding. It goes beyond marketing and expanded the focus to include market research, customer segmentation, customer loyalty and customer value. An important indicator that shows whether Allianz is delivering and customers are happy and loyal is the Net Promoter Score (NPS). The NPS score shows customer satisfaction on the basis of customers' likelihood to recommend the company to others.
In September, the Allianz brand strategy achieved a strong placement in the Interbrand 2010 ranking of the most important global brands. Allianz placed 67th, which is up 14 positions compared to 2009 and placed Allianz among the top financial services providers, as well as among the top risers.
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