'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.