Allianz moves away from ‘Ahh Ahhh-llianz’ positioning in new ad

Miranda Ward

December 22, 2014 10:16

Allianz Insurance is moving away from its ‘Ahhh Ahhh-llianz’ tagline as its looks to connect more emotionally with its customers.

The new ad, from MercerBell, introduces the ‘what really matters’ positioning as the brand highlights why car matters through the various roles a vehicle plays in people’s lives.

https://www.youtube.com/watch?v=i8H7SNiS8To&feature=youtu.be

On the change of positioning, Allianz head of brand and marketing Dominic Brandon said: “People are remembering the Allianz name, but we could do more to let consumers know what we stand for.

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Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

Topics

ad Allianz Campaign creative insurance MercerBell

2 COMMENTS

Chainsaw 22 Dec 14

I love the use of aaaaaaaaarrrrrrggghh as I am the sort of aaaaaaaaarrrrrrggghh person who uses it in everyday language now.

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Tom G 23 Dec 14

“The mnemonic is marketing gold” agreed so why relegate it? It seriously doesn’t make the message any stronger, if anything it is weakened substantially

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