Allianz brand shift tells drivers: Unlike some, we don’t want you to lock your car in a garage

Tim Burrowes

December 28, 2016 12:36

Insurer Allianz has dropped its “Ahhhh…llianz” line from its new brand campaign, instead encouraging owners to enjoy driving their cars.

The new positioning also sees Allianz take what appears to be an oblique swipe at rival insurer Youi, which promotes cheaper insurance for owners who can demonstrate they lock up their vehicles and only drive short distances.

The “Don’t just be insured – Be inspired” campaign from Allianz asks drivers: “What is a car for? Is it really meant to sit still in a driveway? That’s what some want you to believe.”

https://www.youtube.com/watch?v=0rOzbKUkKj4

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.