Effies
Australia
Summary
In one emotionally charged human reaction we’ve managed to directly link the name Allianz to that moment when people need insurance. The idea is intrinsically linked to the brand, and in a category where virtually all brands offer parity products, good branding is the ultimate achievement.
With 13% less media budget ‘One Word’ increased quotes by 58% and sales by 45% YOY.
All objectives were exceeded. It has been the most efficient campaign in Allianz’s history reducing the CPA by 35.8% YOY. On 2011 performance this equates to a saving of $2.55m.
Case study
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Credits
| Executive Creative Director | David Bell | ||||||||
| Creative Group Head | Liz Kain | ||||||||
| Art Director | Mike Nikotin | ||||||||
| Author / Account Director | Lorraine Gormley | ||||||||
| Activation Director | Ian Edwards | MEC | |||||||
| Group Business Director | Meredith Ansoul | MEC | |||||||
| Communications Planner | Lauren Turner | MEC | |||||||
| Director | Brendan Fletcher | Play Big | |||||||
| Author /Group Manager Marketing and Brand | Dominic Brandon | Allianz | |||||||
| Marketing Manager | Kent Bray | Allianz | |||||||
| Senior Marketing Manager | Russell Walsh | Allianz | |||||||
| Marketing Services Manager | Margarita Ballon | Allianz |
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