January 2020 saw Allianz Ireland launch a TV-led campaign to celebrate its 28-year sponsorship of the Allianz League fronted by a commercial called ‘Courage v Fear’.
Created with agency In The Company Of Huskies, the work runs under Allianz Ireland’s ‘We Cover Courage’ brand platform which ran through 2019.
The campaign celebrates the insurer’s title partnership of the GAA Allianz Leagues – including the National Football and Hurling Leagues – and explores how sport at all levels inspires people to be courageous in their day-to-day lives.
The initiative, which leverages Allianz’s longstanding partnership with the GAA, also includes a special offer to GAA club members: all GAA club members and supporters can avail of exclusive discounts on their Allianz home and motor insurance, with Allianz making a donation to their local club when they purchase or renew a policy.
The campaign was created for Allianz Ireland’s Head of Market Management Rob McEvoy, Marketing Communications Manager Valerie Hedin and Marketing Executive Joseph Campbell by a team at creative agency In the Company of Huskies.
The agency team included Creative Director Damian Hanley, Client Service Director Sarah Deeny, Planning Director Jane Madden, Senior Art Director Nick Kelly, Senior Copywriter Greg McLoughlin, Content Director Philly Byrne, Senior Producer Ciarán Walsh, Senior Account Manager Kritika Verma, Senior Designer Nicole McMahon and Designer Emily Blaney
The production company was Motherland, the director P.O.B, the producer was Keith Bradley, the executive producer Ross Killeen, plus Director of Photography Narayan Van Maele, with post production by Motherland, the editor was John Cutler, with sound design by Brian Fallon, VFX by Jonathan Irwin, grade by MPC, the colourist was Yoomin Lee, with sound design and mix by Mark Richards @ Mutiny, music licensing by John McCallion, the music was Gosh by Jamie, the photographer was Neil Macdougald, talent was handled by Teneo’s Rob Pearson and Lucas Hennessey.
Comment:
In The Company Of Huskies also helped Allianz Ireland develop its ‘We Cover Courage’ brand platform: an idea that positions the brand as an insurer that has the courage to take a chance and win.
The agency was challenged to to reposition the brand and create a national campaign that resonated powerfully in Irish culture and drove insurance sales.
Not an easy task in a category that is so often and so notoriously commoditised.
Indeed, insurance is a traditionally low-interest category known for ‘you never know when things will go wrong’ type marketing and communications.
The agency’s solution was based on the idea that the real role of insurance is not one of ‘fixer’ but one of ‘facilitator’.
Nothing great happens without insurance: it is insurance that facilitates great feats of courage, from allowing your teenager to get behind the wheel to being the first woman to attempt a transatlantic solo flight.
The new ‘We Cover Courage’ brand platform launched with the brand telling the stories of people who epitomised the spirit of courage: Donogh O’Malley who, in 1966, announced free education in Ireland with no political support; and Ellen Keane, an Irish bronze medal winner at the 2016 Rio Paralympics, who Allianz proudly sponsors.
The platform was brought to life across TV, outdoor, digital, social, sponsorship and PR.
The outcome of the initiative saw brand consideration increase by 10% through the 2019 campaign: an impressive achievement in a traditionally stagnant category.
The campaign also achieved significant earned media with the ads covered in The Irish Times, The Irish Sun, The Irish Mirror, The Irish Mail on Sunday and Sunday Business Post (not to mention being chosen by marketing industry title IMJ as the ‘ad of the week’ and by The Drum marketing magazine as one of the top five global ads of the month.
Links:
Allianz Ireland
https://www.youtube.com/user/AllianzIreland
https://www.facebook.com/AllianzIreland/
https://twitter.com/allianzireland
In The Company Of Huskies
https://inthecompanyofhuskies.com/
Leave a comment
You must be logged in to post a comment.