Allianz Insurance: One-word to increase sales by 45% and save $2.5m

Insurance brand Allianz wanted to increase new business but was being seen as a European brand that was premium, clinical and inaccessible in Australia.

Allianz Insurance: One-word to increase sales by 45% and save $2.5m

Agency: MercerBell

Advertiser: Allianz Insurance

Author: Lorraine Gormley and Dominic Brandon

Total Campaign Expenditure:$2 – 5 million

Strategic communications challenge

Allianz was facing significant challenges in the Australian market.

Firstly insurance is a grudge purchase. No-one really wants to buy it, but everyone knows they need it. Engagement is infrequent. Consequently all insurance brands strive to be top of mind for when a consumer enters the renewal or purchase cycle; which may only be a couple of times a year. Share of mind is vital....

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