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....