The new campaign, “Ready,” was developed by creative agency Howatson+Company. It highlights the significance of insurance in “moments of change” and encourages customers to feel confident about the future.
With over 100 years insuring Australians, we’re ready for changing businesses, big and small. pic.twitter.com/GL6rUSJnpr
— Allianz Australia (@allianz_au) June 25, 2023
Renee Davidson, general manager, marketing at Allianz Australia, said the new brand campaign aims to drive an emotional connection with customers and portray the feeling of being insured by Allianz, knowing that their cover is designed to meet real and practical needs.
“Allianz has been supporting Australians for over 100 years,” Davidson said. “And, as part of the world-wide Allianz Group, which supports 122 million customers in over 70 countries, we benefit from incredible insight to inform our products and services.
“We believe this puts us in an unrivalled position to support our customers to be ready for what's next.”
Davidson gave the example of customers lending a car to a friend, buying electric vehicles, building out businesses, or facing up to changing weather. In all cases, Davidson said, the most valuable thing an insurer provides is “confidence in tomorrow”.
The campaign, which launched on June 25, includes three hero films that demonstrate how Allianz's motor, home, and business insurance products provide customers with confidence and optimism when facing changes in life.
“Ready is a platform that carves out new space for Allianz in the insurance category,” said Gavin Chimes, executive creative director at Howatson+Company. “Instead of focusing on disaster, it positions Allianz as optimistic in the face of change, preparing Australians for a confident tomorrow.
“While preparation is often seen as bracing for the worst, Ready reframes preparation to encourage Allianz customers to feel excited and assured about the future.”
Ready is set to run across an integrated mix of broadcast (TVC, Cinema, and YouTube), digital, print, and outdoor media – planned and bought by Allianz's media partner, Spark Foundry.
