Allianz has launched a brand campaign via Howatson+Company to mark the Olympic and Paralympic Games Paris 2024. Leveraging the Allianz ‘Ahhh’ brand code as a sound similar to that of cheering for Aussie athletes, the campaign is a move to strengthen the insurer‘s association with the Games.
Allianz has been the Worldwide Insurance Partner of the Olympic and Paralympic movements since 2021, and, in Australia, a partner of Paralympics Australia since 2011 and the Australian Olympic Committee since in 2019.
“’Aahhh’ is the sound we made when Cathy Freeman sprinted into history, it’s the sound that we made watching the Courtney Vine score ‘that goal’, and it’s how we will celebrate every time an Aussie achieves the remarkable in Paris,” said Allianz’s chief general manager of consumer, Shez Ford.
“Sport is a huge part of Australian communities and lives. And our Olympic and Paralympic partnership provides us with the opportunity to bring to life the every day Australians we serve that will be cheering our athletes on in their living rooms, in pubs and anywhere they can find a TV or Phone.”
Howatson+Company’s group managing director, Renee Hyde described the campaign as capturing “the joy of celebrating our country’s best.”
“The Olympic and Paralympic Games unite our nation – bringing communities together all over Australia,” she said.
The campaign will be rolled out in two phases across owned, earned, and paid channels. Prior to the Games, the “Go Australiaahhh” tagline aims to build excitement and raise awareness of the Allianz brand within the Australian Olympic fandom. During the Games, Allianz hopes this association will connect with celebrating moments of the Games.
The teaser campaign kicked off the campaign activity for Allianz, accompanied by a six-week burst which capitalises on key sporting and cultural media environments through TV, outdoor, and audio, reaching its key partner locations through outdoor and in-lift activity.
In its subsequent phase, the campaign will be brought to life through live activations, an earned media execution managed by Eleven PR, and social-led activity.
Earlier this year, Allianz announced its new ambassador, Australian swimmer Mollie O’Callaghan, who joined Allianz Australia’s cohort of ambassadors including Cate Campbell, Madison de Rozario, Nic Beveridge, Owen Wright, and the Australian Steelers.
In December last year, Allianz appointed GroupM as its global media partner of record, following a pitch against the incumbent Spark Foundry and PHD. Mindshare leads the media account globally and in two-thirds of markets, while Wavemaker Australia handles the account locally.
Credits:
Creative agency: Howatson+Company
Production company: DIVISION
Director: Riley Blakeway
Executive producer & MD: Genevieve Triquet
Executive producer: Morgan Benson-Taylor
Producer: Holly Winter
DOP: Andy Gough
Casting: Byrne Casting
Post production: Heckler
Editor: Andrew Holmes
Colourist: Fergus Rotherham
Music: Mosaic
PR agency: Eleven PR
Media agency: Wavemaker
Social media agency: Howatson+Company