Allianz Insurance is the driving force behind a brand building advertising campaign. The first phase of the campaign will begin on 1 June and will include a range of outdoor poster advertising formats as well as national press adverts and an increase in online advertising activity.
Chief Executive, Andrew Torrance said:
“Building a stronger Allianz brand in the UK is an important component of our strategy to grow Allianz Insurance significantly over the next five years.”
“Our aim is to get the Allianz brand as well known in the UK as it is on Continental Europe.”
The first phase of what will be an impactful campaign focuses on highlighting Allianz as insurance experts. The new campaign deliberately builds on the ‘from A to Z’ theme which is so familiar in the advertising used by the Allianz Group around the world.
One of the campaign’s aims will be to highlight the breadth of the insurance protection provided by just one insurer. Some of the facts about Allianz that support the core theme of the campaign include:
· 50 million cars worldwide are insured by Allianz
· Allianz Group company Fireman’s Fund in the US, insured the building of the Golden Gate Bridge
· Allianz has stadiums in Sydney, Munich, London, Nice and one is also planned in Sao Paulo.
David Radford, director of market management said:
“We have conducted research directly with our customers and the campaign was well received. Also many brokers have been telling us they are surprised Allianz doesn’t invest more in its brand as it helps to reassure their clients that they have been given a credible recommendation.”
As part of the brand strategy, the Allianz’s internet-only direct proposition, Your Cover, will re-brand to Allianz Your Cover.
David Radford added:
“Allianz is already a Global Partner of Formula One™ and last year we announced the sponsorship of the table-topping Premiership rugby team, Saracens and the opening of their new home, Allianz Park. In June, we take another step on our brand building journey by launching an impactful advertising campaign.”
“The advertising campaign is only the start of the plans we have for building a stronger level of Allianz brand awareness in the UK. In the coming months we will be sharing more details about the other ways in which we will be highlighting to the insurance buying public, why Allianz is a company they can trust.