‘I’ve never had a response like it’: Allianz’s repositioning one month on
Repositioning a brand always involves risk. Doing so with a brand that already had a well-established platform raises the stakes even higher. But for Allianz’s marketing boss Laura Halbert and creative agency partner Chris Howatson, it is a risk that has already paid off.
“In my entire 25 years in this industry, I have never had a response like it.”
That’s Allianz marketing boss Laura Halbert on her brand’s recent repositioning. It’s a sentiment echoed by Howatson + Co boss Chris Howatson.
When she joined the insurance brand 18 months ago, Halbert was tasked with taking it into its next chapter of growth. While the brand had good awareness and good consideration, thanks to its previous brand platform ‘Ahhh’, there was a challenge in first-choice preference.
This is a great lesson in behind the scenes image management by the agency and the client. And it’s just a bit galling and cringey. They bought a million dollar track, great animation and told a Disney story.
It’s a nice piece. But is it good advertising? Time will tell. I would imagine they will be back to Ahhhhhhllianz in the next year or so. And the proposition they have now wont stick as a distinctive brand asset. But hey, the PR hungry agency is relentless in building its own mythology. I’m just not sure this is the way to do it. Be humble is a better strategy.
Cant help but read this as a bit of PR done in response the Gruen skewering.
First rule of all Insurance companies seems to be- Look for ways to deny the claim. Second rule-always increase the premium even if the client has made no claim.
This ad is awful and cringeworthy. It’s the “Bart’s people” of advertising campaigns.
NRMA a ‘help’ company, Allianz a ‘care’ company – they don’t help or care – they scrutinise your claim to see if they have to pay it out or not.
‘Help’ worked when it was used by NRMA Roadside Assistance.
This is such a good campaign. Exceptional work from everyone involved.
Well, I guess if children bought insurance that hero film might work.
birds freak me out. that ad makes me uncomfortable. not the ads fault – dont be a kid sick from school and watch hitchcocks the birds when you’re 10. magpies smell your fear and have zero chill
I love it. Well done to the creative team.