Allianz has launched its Go Australiaahhh campaign at Allianz Stadium ahead of Paris 2024. The campaign comes via Eleven, TBWA‘s earned creative, PR, and social agency, to encourage Australian children to stay involved in sports.
The campaign is based on research by the insurer which revealed that a third of Australian kids wish to stop playing sports and are at risk of dropping out of extracurricular sports altogether.
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Allianz has been the Worldwide Insurance Partner of the Olympic and Paralympic movements since 2021. In Australia, they have partnered with Paralympics Australia since 2011 and the Australian Olympic Committee since 2019.
Ahead of the upcoming Olympic games, Allianz Australia worked with local grassroots sports teams to inspire Australian children to stay in sports, and envision becoming the next generation of Olympians and Paralympians.
The campaign builds on Allianz’s June brand campaign, launched via Howatson+Company, which was the first to leverage the Allianz ‘Ahhh’ brand code to resemble the sound of cheering as a move to strengthen the insurer’s association with the Olympic and Paralympic Games.
The campaign allowed young athletes to experience the support of the nation. Although the grandstands were empty, when a goal was scored or a race finished, they heard and felt the roar of 45,000 Australians cheering them on with ‘Go Australiaahhh’. The recordings also featured the voices of Olympic and Paralympic athletes like wheelchair sprinter Madi de Rozario, judoka Joshua Katz, and diver Nikita Hains.
The activation was filmed for earned and social content, with experts, ambassadors, and brand spokespeople sharing messages and research findings through PR interview opportunities and a media call.
“This campaign demonstrates how the Olympic and Paralympic Movements can help to inspire young Australians to get involved in sport, and we’re proud to use this moment to cheer on the next generation of elite athletes and local sporting legends so they can feel the support of the nation behind them.” said Allianz Australia general manager of customer strategy and marketing, Laura Halbert.
Merissa Lennon, client partner at Eleven, added: “This campaign encourages young Aussies to stay in sport and has the potential to inspire the next generation of elite or more social athletes.”
See also: Allianz and Howatson+Co launch ‘Go Australiaahhh’ Olympics campaign
Credits:
Eleven \ TBWA Sydney
BOLT & Midfield Films