Entering 2024, Allianz faced significant challenges. In a cluttered market where many brands begin with “A” and use blue as their colour (AXA, Aviva, and AIG), differentiation was crucial. Additionally, research revealed insurance brands irrelevancy to consumers for 50 weeks annually.
We needed to build trust and brand affinity!
As Ireland’s leading insurer of schools, homes, and long-term supporter of Irish sports, we leveraged our platform to tackle the critical societal issue that 1 in 5 children drop out of sports while transitioning from primary to post-primary school through our new campaign #StopTheDrop.
Leaning on over 30 years supporting Irish sport and our “Stop the Drop” campaign, we conceived “Inner Drive.” Partnering with “Off The Ball,” Ireland’s leading sports media brand, this 8-part multi-platform series explores how sport serves as a constant for athletes facing adversity.
Through our sponsorship of Gaelic Games, Olympics and Paralypmics, we interviewed athletes who overcame significant reasons to drop out of sport, but who leveraged the positive benefits of sport during difficult times. “Inner Drive” features insights from athletes’ families, friends, and coaches, showcasing their journey through those tough times.
“Inner Drive” represents a strategic evolution for Allianz, differentiating us from peers, engaging new audiences through shared passions for sport. As capturing consumer attention becomes increasingly important, we fostered affinity across mass audiences through compelling storytelling. Forging deep connections, achieving business objectives.
