Commenting on Allianz’s success, Managing Director, Terry Towell, said “Allianz is delighted to win the 2012 Marketing Campaign of the Year award.”
“Allianz competes in the fiercely competitive direct insurance market. In 2012, Allianz worked to refresh its brand with the Ahh-llianz campaign. The creative concept behind the campaign was to capture a snapshot of the two million Australian customers insured by Allianz, showing that no matter what the Ahh moment, Allianz is there to help,” he said.
In its Marketing Campaign of the Year submission, Allianz highlighted its measures of success, which included:
Ad Recall: achieved 59% against the norm of 38% for ad recognition;
Brand Link: achieved 62% compared to the norm of 52%;
“We wanted Australians to remember the name ‘Allianz’ and connect with the brand emotionally, which is why we wanted our advertising to be humorous and light-hearted, capturing those moments that feel like a disaster, but to also show that Allianz is there to help in our customers’ time of need,” Mr Towell said.