Insurance is usually top of mind for consumers only around renewal time, lasting about two weeks, with just 2.7 brands considered. To stay in the top three for awareness, consideration and trust in a low-involvement, commoditised category like insurance, sponsorship is key. Ahead of an Olympic and Paralympic Games year, Allianz, one of Ireland’s biggest sports sponsors, aimed to stand out while sparking meaningful conversations about the future of sport.
An innovative research process using AI, data analytics, and human-led analysis revealed a crucial issue: children dropping out of sport between primary and secondary school. This insight became the foundation of the Stop the Drop campaign, which aimed to keep kids in sports. Allianz activated the campaign across its sponsorship platforms, benefiting both the brand and Irish sport. The initiative campaign improved brand metrics including awareness, consideration and likeability while addressing this pressing societal issue.
