Allianz has launched an international marketing campaign with a global concept that takes a localised approach in individual markets in what is a first for the company.
According to the financial services company, the central focus of the `One‘ campaign is sharing knowledge and experience 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,“ said Joe Gross, global head of market management at Allianz SE. “Sharing this knowledge can help customers make better financial decisions and help them to move on and up in life.”
According to the company, the campaign makes broad use of the digital space, in addition to press, TV, billboard and a global airport campaign. It said local adaptations use the different channels with different emphases, but all use the central sharing knowledge theme.
“The campaign is a global idea executed locally using local competencies, local people as well as local language,” said Christian Deuringer, head of global brand management at Allianz SE. 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 London.
Allianz companies around the world are launching the campaign at various stages over the next year. It was launched yesterday by Allianz Germany, the group’s largest subsidiary, where the local adaptation includes TV and online spots where real customers share experience from real insurance cases with the viewers.
The campaign has also already been launched by 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 began yesterday.
According to Allianz, Ireland’s rollout of the campaign is still in the planning stages.