How Allianz Ireland won the Olympic and Paralympic Summer
Insurance is typically only top of mind for consumers two weeks a year at the point of renewal with consumers considering only two to three brands. Therefore, as an insurer it is crucial to be top of mind for awareness, consideration and trust. In a low-involvement, commoditised category like insurance, sponsorship plays a critical role in meeting that need.
As one of the largest supporters of Irish sport, Allianz’s strategic sponsorships have always been a focal point of their marketing mix with the brand harnessing them to earn the trust of consumers by emotionally engaging with them through something they love: sport.
In 2021, Allianz Group entered an eight-year global partnership with the International Olympic and Paralympic Committees. Understanding their local market, Allianz Ireland knew merely activating the global rights available to them would not be enough to differentiate themselves in a competitive and homogenous market, and so they extended their sponsorship portfolio, becoming the only brand in Ireland to support both the Olympic and Paralympic Movements globally and locally.
Their 2024 activation of the partnerships for their first Games cycle spanned the year, brought to life through the lens of their Stop the Drop campaign, working to create positive social change through a sports sponsorship while demonstrating their brand values and creating differentiation. The campaign delivered the cut through, cementing them as the leading brand in the busy Games landscape all while supporting ambitious growth targets.
