Allianz is building further meaning into its “Care you can count on” platform, one year after launching the brand promise.
The latest campaign showcases the insurer’s service experience, highlighting the compassion and expertise delivered by Allianz teams when customers need to make a claim.
The work marks the third chapter of the platform, following the original “eagle and the finch” brand work and Allianz’s partnership with Football Australia, which spotlighted Amy Sayer’s story of resilience and recovery.
A new chapter for care
Laura Halbert, CMO at Allianz, said the campaign is designed to show what care means across the insurance journey.
“Over the past 18 months we’ve built depth and meaning via two chapters. Firstly, we established our intent via the ‘eagle and the finch’. A moving metaphor that elevated Allianz beyond category expectations of comprehensiveness and into the clear space of care.
“Secondly, through our partnership with Football Australia, we retold Amy Sayer’s story of resilience to return from injury into the national squad. By shining a light on Amy’s story, we hoped to inspire our customers to never give up when facing their own personal challenges, knowing they have the security and confidence of Allianz as their insurer.
“Today we build further meaning with the commencement of a third chapter, by showcasing the mastery and compassion of the Allianz team who deliver care to our customers each and every day.”
The anxiety of making a claim
Chris Howatson, CEO of Howatson+Company, said the campaign is grounded in how customers feel when they need to claim.
“The value of an insurance policy is tested when Australians call to make a claim. However, the anxiety of that moment isn’t necessarily what you’d think,” Howatson said.
“In talking to customers we learnt that while most trust their insurer to pay their claims, there is real anxiety around the claims experience.”
Halbert said Allianz wanted to demonstrate the care behind that experience.
“The Allianz service experience is special. It’s one of extraordinary care where our people bring compassion to every customer’s situation and expertise to every solution,” she said.
“This campaign is all about demonstrating our high level of service, so our customers know if the time comes, we’ll be there to care. That’s the value of being with Allianz.”
Gavin Chimes, CCO at Howatson+Company, added: “That’s the real value of being an Allianz customer. Knowing if you do need to claim, it’s an experience informed by care.”
The campaign will run across owned channels, BVOD, online video, linear TV, cinema, audio, out-of-home and social.
Credits:
Client: Allianz Australia
Creative Agency: Howatson+Company
Production Company: Exit
Media Agency: Wavemaker
Top image: Howatson+Company