Allianz Direct: The bolt battles

Allianz, a European multinational financial services company, increased reach, media coverage and donations in the Netherlands by running a sports event to generate positive media attention.

The Brief & Challenge

Allianz Direct, an online insurer, enlisted TEAM LEWIS to develop a creative concept featuring its ambassador, Usain Bolt, the world's fastest man. The concept needed to showcase Allianz Direct's brand story and incorporate the company's partnership with the 'Jeugdfonds Sport & Cultuur' (Youth Fund for Sports & Culture). The goal was to generate positive media attention and position Allianz Direct as a sympathetic and appealing brand.

Strategy

TEAM LEWIS created a concept called "Allianz Direct's Bolt Battles," which involved 64 participants of all ages competing in various sporting and social activities alongside Usain Bolt on an...

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