'Ahhh Ahhh-llianz': Connecting Allianz to the moments Australians need insurance

This case study explains how Allianz, the insurance company, increased sales in Australia by owning the moment people realise they need to make a claim.

'Ahhh Ahhh-llianz': Connecting Allianz to the moments Australians need insurance

MercerBellAllianz

Executive summary

In 2012 we introduced the 'Ahhh-llianz' campaign, successfully linking our brand to the exact, emotionally-charged moment when Australians need insurance. Almost overnight, quotes and sales increased. Total 2012 sales increased by 30% YOY and remained at that level during 2013 and then increased a further 9.6% during 2014.

In an undifferentiated category, memorable branding is key. 'Ahhh-llianz' has now become a permanent brand fixture even entering the Australian vernacular. The campaign is now being exported to overseas markets where it is achieving similar results.

What was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands